The Auto Market Brief – Bonus

In this Episode

How does the market adapt when shoppers expect one vehicle to deliver utility, efficiency, technology, comfort, and affordability all at once?

In this bonus episode of The Auto Market Brief, host Erin Keating is joined by Vanessa Ton, Senior Manager of Research and Market Intelligence at Cox Automotive, and Sean Tucker, Managing Editor at Kelley Blue Book, to explore the latest findings from the Kelley Blue Book Brand Watch study. The discussion reveals how consumer priorities continue to evolve as affordability becomes an increasingly important consideration, even among luxury shoppers. 

Key Takeaways:

SUVs and hybrids continue to gain momentum: SUV consideration reached its highest level on record, while hybrid consideration also hit a new high. Despite affordability concerns, shoppers continue to prioritize space, utility, and flexibility, increasingly seeking vehicles that can offer fuel efficiency without sacrificing capability. 

Affordability is influencing more purchase decisions: Vehicle prices remain elevated, and affordability has become an increasingly important consideration across the market. While value-conscious brands continue to benefit, consumers are looking beyond price alone and focusing on the overall value a vehicle delivers.

Value means more than lower prices: Brands like Kia, Subaru, Lincoln, and Audi gained consideration by delivering strong value propositions, whether through design, quality, comfort, brand reputation, or accessible luxury. The discussion explores how shoppers are evaluating tradeoffs and redefining what value means in today’s market.

The discussion also explores predictive maintenance, connected vehicle technology, freight theft, dealer and OEM fleet opportunities, autonomous trucking, electrification, and what fleet operators can teach the rest of the automotive industry about managing assets and maximizing performance.

00:00 Intro

01:37 The Significance of the Kelley Blue Book Brand Watch Study

03:25 SUV Consideration Hits New Highs

05:43 Hybrid vs. EV Shopper Behavior

11:29 Luxury Buyers Are Feeling the Pinch Too

14:29 Brand Movers: Kia, Subaru, Audi, Lincoln

21:43 Toyota 4Runner and Ram Surprises

24:37 What to Watch in the Second Half of 2026

27:36 Outro