Kelley Blue Book’s 2026 consumer choice winners: Two surprising brands top the list
Market data from thousands of new car owners indicate that people are now prioritizing value and quality over brand reputation when choosing a car.
Every year, Kelley Blue Book reveals its Consumer Choice Awards, and the automotive industry eagerly anticipates which brands car buyers will choose as their favorites. Car buyers spend a lot of time exploring different vehicles online, visiting dealerships, and ultimately choosing their next ride. For 2026, the results are in, and surprisingly, two familiar names took the top spots for their impressive performance.
Kelley Blue Book conducts an annual survey called the Brand Watch Study, which gathers opinions from over 12,000 people who are considering buying a new car. They consider important factors such as affordability, safety, durability, reliability, and the comfort and design of the car’s interior, among other things.
Honda dominates the Kelly awards, winning in every category
This year, Honda had an incredible showing, winning multiple prestigious awards in various categories. They were recognized as the Best Overall Brand, Most Trusted Brand, Best Value Brand, Best In-Vehicle Experience, Best Performance Brand, Best Car Styling Brand, and Best Overall EV/Hybrid Brand.
Vanessa Ton, a senior manager at Cox Automotive, praised Honda, saying, “Honda is an absolute standout this year in Kelley Blue Book’s Consumer Choice Awards, sweeping all of the non-luxury brand wins along with the top EV/hybrid brand honors”.
Honda has now been named Best Overall Brand for the fifth year in a row and the tenth time overall. They’ve also held the title of Best Value Brand since 2015, and this year marked a special milestone for Honda as they won Best Car Styling, a surprise to many who typically associate the brand with practicality rather than its design.
Several specific models have been key to their success. The Accord Hybrid Sport combines a turbocharged engine to deliver excellent fuel economy without sacrificing fun driving. The Civic Type R stands out with its powerful engine and sporty design. Additionally, the 2026 Honda Prelude is making a comeback as a sleek hybrid coupe, earning Honda its first-ever styling award and serving as a standout model for the brand’s future.
Lexus leads the luxury market
Lexus is leading the luxury car market. For the sixth time, it has been named the Best Overall Luxury Brand and is also recognized as the Most Trusted Luxury Brand, a title it has held since 2016. Popular models such as the Lexus RX 350, known for their comfortable interiors and high-quality materials, are behind this consistent victory. Another noteworthy model is the NX 350h, a hybrid SUV known for its fuel efficiency and smooth driving experience. This commitment to quality and comfort has contributed to Lexus receiving this year’s award.
Other notable winnings
Mercedes-Benz took home two awards: one for the Best In-Car Experience and another for Best Car Styling in the luxury category. If you’ve ever been in a new S-Class, you can see why it earned the award for in-car experience. And when it comes to the design of the AMG GT, its stylish look speaks for itself.
Porsche also won big, being recognized as the Best Performance Luxury Brand. This category seems to exist solely to highlight what Porsche is known for: high-performance cars.
In the truck category, Ram was named the Best Overall Truck Brand. The Ram 1500 series, particularly the Rebel X model, has been winning over customers who traditionally preferred Ford or Chevy trucks. Ram trucks are noted for their smooth ride and high-quality interiors, and the Rebel trim offers impressive off-road capabilities while remaining comfortable for daily use.
Why these brands beat the traditional giants
When we look at the list of winners in the car industry, there’s a noticeable trend in what drivers want today. It’s no longer just about having a way to get from one place to another. People are searching for brands that make their lives and commutes easier and more comfortable at a reasonable price.
Honda is a prime example of this, being recognized for offering great value for money. Their cars, like the Civic and Accord, are known for their durability and low maintenance costs, making them a smart choice for many people.
On the other hand, Lexus is popular among those who want a luxury driving experience at an affordable price. These brands are thriving because they understand how we use our cars in our everyday lives, making them more appealing to today’s drivers.
