On the Dash:
- Hybrid consideration reached 22% in H1 2026, while EV interest slipped to 10% from 11%.
- Non-luxury SUV consideration hit a record 71% as sedan interest fell to a record low 25%.
- Subaru, Kia and Audi were the only top brands to gain shopper consideration during the period.
Hybrid vehicle consideration hit a new high in the first half of 2026, with 22% of shoppers weighing a hybrid purchase, up from 20% a year earlier. Electric vehicle interest slipped over the same period, falling to 10% from 11%, according to the latest Kelley Blue Book Brand Watch report from Cox Automotive.
SUV consideration also climbed to record levels across both market segments. Non-luxury SUV consideration reached 71%, while sedan interest dropped to a record-low 25%. In the luxury segment, SUV consideration hit 79%, up 4 points year over year, as luxury sedan interest fell to 39%. The shift tracks with Kelley Blue Book’s 12 best family cars of 2026 list, which leaned heavily toward three-row SUVs for safety, fuel efficiency and value.
“The limited number of brands that gained consideration in the first half highlights how selective vehicle shoppers have become,” Vanessa Ton, senior manager of Market & Customer Research at Cox Automotive, said in a release.
Here’s how the top five vehicles ranked by segment:
Top 5 SUVs
- Honda CR-V
- Toyota RAV4
- Toyota 4Runner
- Ford Explorer
- Honda Pilot
Top 5 Pickups
- Ford F-150
- Chevrolet Silverado 1500
- GMC Sierra 1500
- Ram 1500
- Toyota Tacoma
Top 5 Cars
- Toyota Camry
- Honda Civic
- Honda Accord
- Toyota Corolla
- Dodge Charger
Top 5 Minivans
- Chrysler Pacifica
- Toyota Sienna Hybrid
- Honda Odyssey
- Kia Carnival MPV
- Chrysler Voyager
Only Subaru and Kia gained consideration among non-luxury brands during the period. Subaru’s improvement came from stronger interest in the Crosstrek and Forester Hybrid, while Kia benefited from value-oriented SUV demand and higher interest in the Carnival minivan. In the luxury market, Audi was the only top 10 brand to improve, driven by rising consideration for the A3 and A5 sedan.
Affordability and fuel economy have grown more important to shoppers over the past five years, though durability and safety remain the top factors influencing purchase decisions. Honda led the field in the non-luxury segment, topping 9 of 12 consideration drivers tracked in the study, including affordability, durability and driving performance. The result builds on Honda’s showing at Kelley Blue Book’s 2026 Consumer Choice Awards, where the brand swept every non-luxury category and took top EV/hybrid brand honors.
The Brand Watch report is based on roughly 12,000 shopper interviews conducted annually among new-car buyers intending to purchase within a year.
