BMW was named today the of the 2013 Kelley Blue Book Brand Image Award winner for “Best Overall Luxury Brand.” The awards, which are based on consumer perception data from the Kelley Blue Book’s Brand WatchTM study, honor the automotive brands that have most successfully captured and maintained positive consumer attention and enthusiasm. BMW’s win was credited to its well-rounded image and broad appeal, according to Kelley Blue Book.
“It is an honor to be recognized as the ‘Best Overall Luxury Brand,” said Ludwig Willisch, President and CEO, BMW of North America. “The fact that this award is based solely on consumer perception only makes BMW’s win that much more satisfying.”
Brand WatchTM is an online brand and model perception tracking study tapping into 12,000+ in-market new-vehicle shoppers annually on Kelley Blue Book’s KBB.com. The highly comprehensive Brand WatchTM study offers insight into in-market new-vehicle shoppers’ perceptions of brands and models, including important factors driving their purchase decisions while they are in the midst of the shopping process.
“The Kelley Blue Book Brand Image Awards are unique because they reflect the opinions of actual in-market new-car shoppers, providing automakers with a glimpse into what potential customers really think of their brand and showcasing their perception strengths,” said Hwei-Lin Oetken, vice president of market intelligence for Kelley Blue Book. “While other awards from KBB.com are based on data calculated by Kelley Blue Book experts, the information that comprises the Brand Image Awards comes directly from the opinions of thousands of new-car shoppers over the period of an entire year. The insights gleaned from the Brand Watch study can be an invaluable tool for automaker marketing teams and their agencies.”
This marks the sixth consecutive year that Kelley Blue Book has presented auto manufacturers with the Brand Image Awards and the ninth win for BMW in various categories. The brand previously took home awards for Best Exterior Design, Luxury (2012, 2009, 2008), Best Performance Brand (2011, 2009), Coolest Brand (2011, 2009) and Best Exterior Design – Luxury Sedan/Coupe/Hatchback (2008).
“Some will say that perception is reality, and while we concede that image isn’t everything, it is more than enough to get shoppers into the store, and that’s half the battle for automakers and their dealers,” said Jack R. Nerad, executive editorial director and executive market analyst for Kelley Blue Book’s KBB.com. “With standout vehicle lineups and positive consumer perception confirmed by empirical study, the winners of Kelley Blue Book’s 2013 Brand Image Awards have secured enviable positions in the minds of car buyers.”