Kelley Blue Book Brand Watch: Audi, Kia and Subaru Improve, As Hybrid Vehicles and SUVs Dominate Shopper Interest Through the First Half of 2026

The latest Kelley Blue Book Brand Watch reports show that new-vehicle shoppers continue to prefer SUVs over sedans, hybrids over pure electric vehicles, and that affordability and fuel efficiency are factors gaining importance with shoppers. While consideration was stable or down for most non-luxury brands in the period, Kia and Subaru saw gains. In the luxury market, consideration for the Audi brand also notably increased year over year.