Cadillac, Ford, Honda, Porsche Win Big At 2012 Brand Image Awards

April 6, 2012
Honda's John Mendel (left) & KBB's Jared Rowe at the 2012 Kelley Blue Book Brand Image Awards

Honda's John Mendel (left) & KBB's Jared Rowe at the 2012 Kelley Blue Book Brand Image Awards

Events like the New York Auto Show are a perfect time for automakers to show off their latest, greatest technology to journalists, car fans, and curious onlookers. They're also an opportunity to dole out trophies, and that's exactly what the folks at Kelley Blue Book did yesterday at the 2012 Brand Image Awards.

In all, KBB gave out 12 awards, and Detroit fans will be happy to know that more of those dust-catchers went to American brands than to their Asian or European rivals. 

To determine its 12 winners, Kelley collected data from over 12,000 new-car shoppers as part of its own in-house Brand Watch study. Those consumers provided insight on the way shoppers view brands, ranking them on factors like family-friendliness, value, design, and prestige.

In choosing its categories for the Brand Image Awards, Kelley naturally stays away from more "objective" categories like "most reliable", "highest resale value", and so on -- data that's more commonly turned up by outfits like J.D. Power. Instead, Kelley's awards are meant to give us an idea of what the public's general consensus may be in these 12 areas.

And so, without further ado, the 2012 Brand Image Award-winners are...

BMW: Best Exterior Design Brand, Luxury

Cadillac: Best Interior Design Brand, Luxury

Cadillac: Best Comfort Brand

Ford: Best Exterior Design Brand, Non-Luxury

Ford: Best Interior Design Brand, Non-Luxury

Ford: Most Family-Friendly Brand

Ford: Most Rugged Truck Brand

Honda: Best Value Brand

Honda: Most Trusted Brand

Porsche: Best Performance Brand

Porsche: Coolest Brand

Mercedes-Benz: Most Prestigious Brand

For everyone else: better luck next year. We'll see you at the 2013 New York Auto Show.

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