The Kelley Blue Book Brand Watch™ Reports are a quarterly barometer of which brands are hot and which ones are not. Consumers who are shopping on KBB.com, who are in the market for a new vehicle within a year, are surveyed to find out what is driving their opinions and buying decisions.
This study provides a glimpse at what in-market consumers are looking at, and what product attributes are most important to shoppers. The Brand Watch reports often, but not always, line up with sales. Sometimes we find that just because something is being “shopped” doesn’t mean it is being bought – due to product availability, price, etc. However, advertising and media coverage drive shopping behavior – vehicles and brands with “buzz” do better in Brand Watch. And oftentimes, when a brand has buzz, it translates to sales.
Cox Automotive Executive Analyst Michelle Krebs and Senior Research and Market Intelligence Manager Vanessa Ton discuss the Q1 Kelley Blue Book Brand Watch in the video below.