Porsche Claims Top Spot in Kelley Blue Book's 'Brand Watch' Study Latest Award in String of June Triumphs for Famous German Brand
ATLANTA, June 22, 2007- In the span of about two weeks, U.S. car buyers have put Porsche at the top of their lists in major automotive surveys.
Yesterday, Porsche was awarded the number-one consumer selection in Kelley Blue Book’s “Brand Watch” study—a comprehensive look at automotive perceptions for the U.S. buyer. Porsche was ranked No. 1 in the Convertibles/Sports Cars segment.
This is the third consecutive major consumer award Porsche has received this month. June 6, Porsche was ranked as the top nameplate in the J.D. Power and Associates’ highly contested Initial Quality Study (IQS) for the second year in a row. A week later thousands of new car owners chose the Porsche Boxster as the No. 1 most satisfying sports car in the United States by AutoPacific. These latest accolades confirm the high esteem Porsche continues to command in the world’s toughest car market.
With results readily available to vehicle manufacturers, auto industry insiders and outsiders, Brand Watch is unique as it examines perceptions of automotive brands within specific categories, such as Convertibles/Sports Cars and Luxury Sedans. In order to attain the most accurate information, Kelley Blue Book only interviews active new-vehicle shoppers. Brand Watch then collects this data to determine the most highly regarded cars within broad segments. Depending on the segment, this research shows the relative strength of each manufacturer’s brand—perhaps the key factor in a car-buying decision.
“Perceptions are a key factor and drive car buyers’ decisions as to which makes and models will be on their shopping list,” said Rick Wainschel, vice president of marketing research and brand communications for Kelley Blue Book. “This report can show manufacturers their relative position against other makes in specific vehicle segments, which strengths to emphasize and which weaknesses may need to be addressed”.
Bob Carlson (770) 290-3676 or Tony Fouladpour (770) 290-3667