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KBB Study Finds Audi, Ford and Hyundai Garnering More Interest

November 12, 2009

IRVINE, Calif. — In-market new-car shoppers have shown increased interest in the Audi, Ford and Hyundai brands over the past year, according to the latest Kelley Blue Book Market Intelligence Brand Watch study and Market Watch report.

The Q3 2009 Brand Watch Study showed significant year-over-year brand consideration gains were made by Audi in the luxury SUV/CUV segment, Ford in the non-luxury SUV/CUV and truck segments, and Hyundai in the luxury sedan/coupe/hatchback segment.

Data from KBB’s Market Watch report also reveals significant increased year-over-year traffic to new-car information on kbb.com for all three brands. In addition, all three brands experienced traffic gains to their new-car pages on kbb.com when comparing October 2009 to October 2008. Audi saw a very significant year-over-year increase of 39 percent, while Ford climbed 30 percent and Hyundai climbed six percent.

When comparing Q3 2008 to Q3 2009 in the Brand Watch study, Audi consideration has more than doubled in the luxury SUV/CUV segment (from seven percent to 15 percent). Ford has made similar significant year-over-year consideration gains in the non-luxury SUV/CUV segment (from 28 to 40 percent), as well as the truck segment (from 53 percent to 62 percent). Hyundai also has shown a year-over-year brand consideration improvement in the luxury sedan/coupe/hatchback segment (from 13 percent to 18 percent).

“The latest Kelley Blue Book Market Intelligence data shows the tangible results that can be attained when a brand comes to market with products people like and back it up with strong marketing support,” said James Bell, executive market analyst for kbb.com. “Audi has seen great success in the past year with its Q5 and Q7 utility vehicles. Ford has a strong line-up with its popular utility vehicles like the Edge, Escape, Flex and F-Series trucks, not to mention its new Taurus and Fusion sedans. At the same time, Hyundai has made significant gains in changing consumer perception of its brand, especially with its entry into the luxury market with the Genesis sedan and coupe.”

Ford and Audi also were among the top five upward-moving brands in terms of market share on kbb.com for October 2009, compared to October 2008. Ford’s gains were led by significant interest in the Taurus, Fusion and F-150 SuperCrew Cab, and Audi’s gains were driven by significant interest in the Q5.

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