When it comes to brands that are winning over consumers, Honda and Porsche are leading the way, according to Kelley Blue Book's 2025 Consumer Choice Awards. The annual awards recognize automakers' outstanding achievements in creating and maintaining brand pillars that earn the attention and enthusiasm of new-car shoppers.
Honda swept nearly all of the non-luxury brand categories this year - losing just one to Dodge. On the luxury side, Porsche led the way with three awards, including winning its first Best Overall Luxury brand award in a decade. Also of note, Toyota regained its spot as Overall Truck Brand following Ram's win last year.
"Once again, Honda leads in this year's Consumer Choice Awards, nearly sweeping all of the non-luxury categories and taking home more award wins than another other automaker for 2025, while Porsche wins Best Overall Luxury Brand for the first time in 10 years," said Vanessa Ton, senior research and market intelligence manager at Cox Automotive. "Other big wins include Toyota reclaiming the Best Overall Truck Brand this year, after Ram won in 2024, and Lexus taking its first Best Overall EV/Hybrid Brand win in this relatively new category."
The KBB awards are based on annual new-car shopper perception study data. Award categories are calculated among in-market luxury and non-luxury, including truck and electric vehicle and hybrid shoppers who plan to purchase within the next 12 months.
2025 Kelley Blue Book Consumer Choice Winners: Non-Luxury Brands
Honda: Best Overall Brand
Honda: Most Trusted Brand
Honda: Best Value Brand
Honda: Best Performance Brand
Honda: Best In-Vehicle Experience Brand
Dodge: Best Car Styling Brand
2025 Kelley Blue Book Consumer Choice Winner: Truck Brand
Toyota: Best Overall Truck Brand
2025 Kelley Blue Book Consumer Choice Winner: EV/Hybrid Brand
Lexus: Best Overall EV/Hybrid Brand
2025 Kelley Blue Book Consumer Choice Winners: Luxury Brands
Porsche: Best Overall Luxury Brand
Lexus: Most Trusted Luxury Brand
Acura: Best Value Luxury Brand
Porsche: Most Refined Luxury Brand
BMW: Best Car Styling Luxury Brand
Porsche: Best Performance Luxury Brand
About the Awards
The 2025 Kelley Blue Book Consumer Choice Awards are based on consumer automotive perception data from KBB's Brand Watch, its online brand and model perception tracking study, which taps into more than 12,000 in-market new-vehicle shoppers annually on KBB.com. The comprehensive study offers insight into how shoppers perceive crucial factors driving their purchase decisions and captures brand/model familiarity and purchase consideration among new-car shoppers.
