Hot-Selling Vehicles: SUVs & Hybrids

Hybrid and SUV interest reaches new highs in the latest Kelley Blue Book Brand Watch. The study, released twice a year, tracks brand and vehicle consideration among in-market shoppers.

Kia and Subaru were the only non-luxury brands to gain shopper consideration during the first half of 2026, while Audi was the only Top 10 luxury brand to improve year over year. Honda led the industry in shopper consideration overall.

The study found that, overall, new car shoppers are increasingly favoring SUVs and hybrid vehicles. Analysts say affordability and fuel efficiency continue to rise in importance.  

"The limited number of brands that gained consideration in the first half highlights how selective vehicle shoppers have become," said Vanessa Ton, senior manager of Market & Customer Research at Cox Automotive. "With affordability challenging many households, the strength of SUVs, which are typically more costly, was a surprise at first. But we recognize that value-oriented SUVs are the heart of the market right now, providing shoppers with the right mix of attributes and usability."

The Kelley Blue Book Brand Watch reports measure brand and model consideration, shopper familiarity and purchase drivers among consumers intending to buy a new vehicle within the next year. The reports are based on approximately 12,000 shopper interviews annually and track 12 factors that influence purchase decisions across luxury and non-luxury segments.

Hybrid and SUV Consideration Reach New Heights

In the first half of 2026, hybrid vehicle consideration reached a new high with 22% of shoppers considering a hybrid vehicle, which is up from 20% a year earlier. Meanwhile, electric vehicle consideration declined slightly, with 10% of shoppers considering a new EV compared with 11% during the first half of 2025.  Toyota hybrids accounted for five of the 10 most-considered electrified vehicles.  The Honda Accord Hybrid and Mazda CX-50 Hybrid entered the Top 10 for the first time.

Along with hybrids, SUV consideration also reached record levels in the first half of 2026. This goes for both luxury and non-luxury segments. According to KBB data, in the luxury market, SUV consideration climbed to 79%, up four percentage points year over year, while sedan consideration fell to 39%. For mainstream shoppers. SUV consideration was a bit lower but still at an all time high of 71%. KBB reports that sedan consideration dropped to a record-low 25%.

Subaru, Kia and Audi Stand Out

Three brands notably stand out in the study for gains in buyer consideration. In the non-luxury segment, just two brands increases shopper consideration: Subaru and Kia. KBB attributes Subaru's gain to growing interest in the Crosstrek and Forester Hybrid,  and Kia's gains to strong demand for value-oriented SUVs and the Carnival minivan.

Among luxury brands, Audi was the only Top 10 brand to post a year-over-year improvement, driven KBB says by growing shopper interest in the A3 and A5 sedans.  

Affordability and Fuel Economy Gain Importance

Kelley Book Blue analysts say while durability and safety remain the most influential purchase considerations across all shoppers, affordability and fuel economy have become increasingly important over the past five years. Another factor getting more attention is driving performance - which KBB says also has grown in importance among non-luxury shoppers.

Honda Ranks Highest

Honda is the highest-ranking brand in the study out of both luxury and non luxury markets. KBB says it led the industry in delivering against key purchase drivers in the first half of 2026, ranking highest in nine of 12 consideration factors, including durability and reliability, affordability, driving comfort and driving performance. In the luxury segment, Lexus and Lincoln each held top positions in three of the 12 consideration factors.

NON LUXURY SEGMENT

Top 5 Ranked SUVS

1. Honda CR-V
2. Toyota RAV4
3. Toyota 4Runner
4. Ford Explorer
5. Honda Pilot

Top 5 Ranked Pickups

1. Ford F-150
2. Chevrolet Silverado
3. GMC Sierra 1500
4. Ram 1500
5. Toyota Tacoma

Top 5 Ranked Cars

1. Toyota Camry
2. Honda Civic
3. Honda Accord
4. Toyota Corolla
5. Dodge Charger

Top 5  Ranked Minivans

1. Chrysler Pacifica
2. Toyota Sienna Hybrid
3. Honda Odyssey
4. Kia Carnival MPV
5. Chrysler Voyager

Other interesting study highlights: Ram ranked #1 for exterior styling. Subaru led for safety and Jeep took the crown for ruggedness. For luxury model rankings click here.