Kelley Blue Book's Brand Watch report is in, and there are some shockers in there.
The Q2 2022 Kelley Blue Book Brand Watch report was released earlier this week, and BMW remains the most-shopped luxury brand for the second consecutive quarter. This report is the culmination of a consumer perception survey mixed with shopping behavior to determine how a brand compares to its main rivals.
BMW held the crown for the most-shopped luxury brand for three years, but Lexus ended its reign in the fourth quarter of 2021. Of all the luxury shoppers surveyed, 21% preferred BMW. The models people shopped for most might surprise you, though, as Bimmer's SUVs lost out to the 3 Series, 4 Series, and 7 Series, most likely due to high gas prices. It turns out luxury buyers aren't as focused on the SUV trend as most shoppers are.
Cadillac and Lexus ended up with a 17% preference, though Caddy claimed second place based on its Q1 performance. Thanks to an increasing portfolio, including the Cadillac Lyriq EV, and a steady supply of vehicles, the American brand was placed above Lexus in the minds of shoppers. Lexus continues to suffer from supply issues, which dragged it down to third place.
Even though Mercedes-Benz sold more luxury cars than BMW, the other German brand's score dropped by two percentage points, which was the most significant drop out of all the luxury manufacturers.
The results also show that luxury car buyers are still hesitant regarding new manufacturers. Only one percent of people surveyed would consider a Lucid or Polestar, while two percent have shown an interest in Rivian. Shockingly, Rivian had the same percentage of shoppers as Alfa Romeo, which has been in the industry for longer than most.
Even though they lost a few percentage points, SUVs remain more popular than cars. Two-thirds of shoppers still prefer an SUV. The Cadillac Escalade remains the SUV of choice, with the rest of the top five consisting of the Buick Enclave, Acura MDX, Tesla Model Y, and Buick Encore. The most shopped for cars were the Tesla Model 3, BMW 3 Series, Tesla Model S, Cadillac CT5, and BMW 5 Series.
Looking at the above, you'll notice that seven out of the ten most-shopped cars in the USA come from domestic brands.
Perhaps most surprising of all is Volvo's reputation for safety. For the first time since the third quarter of 2014, Volvo was not the top-rated car in the safety department. In fact, Volvo didn't even finish in the top three. Mercedes-Benz finished on top, followed by BMW, and Lexus in third place.