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Subaru Is Shut Out of KBB’s “New” Consumer Choice Awards

Where is Subaru in the new KBB Consumer Choice Awards? They are shut out. There's one car brand that takes the top mainstream brand categories. Subaru is nowhere to be found.
2024 Subaru Brand Logo

It was called Kelley Blue Book's (KBB) Brand Image Awards; now it's called the Consumer Choice Awards. KBB recognizes automakers whose car, truck, and SUV lineups create enthusiasm among shoppers. 

Apparently, Subaru has no models that excite customers in 2024. Before I look at why, let's look at who took home all the mainstream (non-luxury) awards, and then we'll dive into why Subaru is on the outside looking in.

Who Are The Best Car Brands?

  • Who is the Best Overall Brand? Honda

KBB says, "Quality, innovation, and a focus on helpful features make Honda this year's winner."

  • Who is the Most Trusted Brand? Honda

KBB says, "Honda is considered the most trusted brand because its vehicles are known to be practical, fuel-efficient, and reliable."

  • Who is the Best Value Brand? Honda

KBB certainly loves the Honda brand. They say, "Honda has won this category every year since 2015."

  • Who is the Best In-Vehicle Experience Brand? Honda

Are you starting to see a pattern here? Honda can do no wrong in KBB's eyes. They say, "Honda wins this new category, where shoppers praised ride comfort, advanced tech, and interior quality and amenities."

  • Who is the Best Performance Brand? Honda again

Subaru used to dominate this category with the WRX STI, but that model is gone for now. KBB says, "Regarding Honda performance, start with the track-ready 315-horsepower Civic Type R. And throughout the vehicle lineup, Hondas are known for their excellent steering and handling."

  • Who has the Best Car Styling among car brands? Dodge

I was surprised that it wasn't Honda! KBB says, "Dodge returns to the podium in this category, thanks to the brand's signature muscle-car looks and head-turning retro style."

What are the best Luxury car brands?

At least Kelley Blue Book considered other luxury brands when it handed out the new Consumer Choice Awards this year. It listed four car brands in the luxury categories.

  • Best Overall Luxury Brand: Lexus
  • Most Trusted Luxury Brand: Lexus
  • Best Value Luxury Brand: Buick 
  • Most Refined Luxury Brand: Mercedes-Benz
  • Best Performance Luxury Brand: Porsche
  • Best Car Styling Luxury Brand: Mercedes-Benz

Related Story: Subaru Is Out In The Cold In KBB’s Most Trusted And Best Performance Brand Awards

  • Who is the Best Overall EV/Hybrid Brand: Honda

KBB's love for Honda is back. Honda also won this category. KBB says, "Honda's electrified cars and SUVs blend power and efficiency seamlessly."

  • Who is the Best Overall Truck Brand? Ram

Since Subaru doesn't have a truck, they can't compete in this category. But why are they excluded from all the others?

Why Does Subaru Get Left Out of the "New" KBB Awards?

KBB says the awards are given out based on the opinions of in-market car shoppers. Kelley Blue Book says they've researched this data for its annual study of new-car shoppers' perceptions. "The brands that win these awards excite and attract new shoppers. And doing this is essential when it comes to success in the marketplace."

The difference between Subaru and Honda, the brand with all the awards, is that Subaru has never been a conquest automaker. This means they don't take many of the other car brands' customers. Subaru is the best at retaining its current customers. 

Subaru has one of the most loyal customer bases of any car brand. It's where Subaru shines the brightest. Up until now, Subaru has been able to create enthusiasm among its fan base. With the shift towards electric cars, how Subaru performs with new models will determine if it can keep up and create new excitement. 

In other Subaru news, former Subaru CEO Tom Doll received a prestigious honor from Newsweek: the "Legacy of Disruption" honor. Tom Doll disrupted the status quo at Subaru of America. Check out the story here. 

Your Turn

Do Subaru's new models excite you? What new model would you like to see them produce? Let us know in the comments below.

I am Denis Flierl, a top Torque News and Subaru reporter since 2012. I’ve invested over 30 years in the automotive industry in a consulting role, working with every major car brand. I am an experienced Rocky Mountain Automotive Press member. You'll find my expert Subaru analysis here. Follow me on my The Dirty Subaru website, Dirty Subaru blog, X SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.

photo credit: Timmons Subaru 

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