Despite the Big 3's recent struggles, consumers' opinions on domestic automakers continue to be relatively positive, at least in terms of vehicle styling.
That's the word from Kelly Blue Book Marketing Research, which named the makes with the best exterior and interior designs, based on consumer input, in its second-quarter Brand Watch study .
While imports received most of the praise for styling, domestics were represented in five of the eight truck segments, as Chevrolet, for instance, took home two honors.
"The results of the latest quarterly Brand Watch report show that consumers' perceptions of domestic brands remain strongly favorable in many categories, particularly in the truck segment, even in the midst of the current tough automotive marketplace," stated Jack Nerad, executive editorial editor and executive market analyst for Kelley Blue Book and Kbb.com.
"New-car shoppers also are taking note of brands that are adding models to their new-vehicle lineup, such as Audi in the sports car/convertible segment, resulting in heightened positive brand perception," Nerad added.
The complete exterior and interior design results are as follows:
Best Exterior Design
—Non-Luxury Sedan/Coupe/Hatchback Segment: Honda
—Luxury Sedan/Coupe/Hatchback Segment: BMW
—Non-Luxury SUV Segment: Ford
—Luxury SUV Segment: Lexus
—Truck Segment: Chevrolet
—Minivan Segment: Toyota
—Sports Car/Convertible Segment: Porsche
Best Interior Design
—Non-Luxury Sedan/Coupe/Hatchback Segment: Toyota
—Luxury Sedan/Coupe/Hatchback Segment: Lexus
—Non-Luxury SUV Segment: GMC
—Luxury SUV Segment: Cadillac, Mercedes-Benz (tie)
—Truck Segment: Chevrolet
—Minivan Segment: Honda
—Sports Car/Convertible Segment: Audi
As most know, the Brand Watch study provides a peek into shoppers' perceptions of brands and the factors influencing their purchasing decisions.
According to officials, the study also considers the following factors, in addition to the design:
—Important factors driving purchase decisions in each vehicle segment.
—Perceptions of driving performance, durability and reliability, as well as comfort for each make and segment.
—Key psychographic profiles of buyers within each vehicle segment.
—Perceptions and consideration trended among domestics and imports.
—Individual profiles for the top 27 makes.
—The top makes considered by shoppers in each vehicle segment.
After full-year 2008 Brand Watch data is compiled, Kelley Blue Book will hold its 2009 Brand Image Awards dinner and ceremony during April's New York International Auto Show.
At the ceremony, Kelley Blue Book will announce annual winners ins 17 vehicle segments and overall winners in three categories: Best Overall Exterior Design, Best Overall Interior Design and Best Overall Prestige Brand.
"Brand Watch provides tremendous insights into the minds of in-market new-car shoppers, the very people upon which the future sales and profits of the automakers rest," stressed Rick Wainschel, senior vice president of marketing and analytics for Kelley Blue Book and Kbb.com.
"In these tough economic times, especially in the auto industry, consumers voicing their opinions via studies like Brand Watch help automakers better understand how their brand is perceived right now and allow them to make real-time marketing decisions that will positively affect their bottom line," Wainschel concluded.