Kia, Subaru gain shopper consideration as SUVs, hybrids continue to gain popularity

SUVs and hybrid vehicles continue to gain favour among new-vehicle shoppers, while affordability and fuel economy are becoming more important purchase factors, according to the latest Kelley Blue Book Brand Watch report from Cox Automotive.

The report found Kia and Subaru were the only non-luxury brands to increase shopper consideration during the first half of 2026, while Audi was the only Top 10 luxury brand to improve year over year.

“The limited number of brands that gained consideration in the first half highlights how selective vehicle shoppers have become,” said Vanessa Ton, senior manager of market and customer research at Cox Automotive. “With affordability challenging many households, the strength of SUVs, which are typically more costly, was a surprise at first. But we recognize that value-oriented SUVs are the heart of the market right now, providing shoppers with the right mix of attributes and usability.”

Hybrid vehicle consideration reached a record 22 per cent of shoppers in the first half of 2026, up from 20 per cent a year earlier, while electric vehicle consideration slipped to 10 per cent from 11 per cent. Toyota accounted for five of the 10 most-considered electrified vehicles, all hybrids.

SUV consideration also reached record highs, rising to 79 per cent among luxury shoppers and 71 per cent among non-luxury shoppers. Sedan consideration fell to 39 per cent in the luxury segment and a record-low 25 per cent among non-luxury buyers.

The report attributed Subaru’s gains to interest in the Crosstrek and Forester Hybrid, while Kia benefited from demand for value-oriented SUVs and the Carnival minivan. Audi’s improvement was driven by increased interest in its A3 and A5 sedans.

The study also found durability and safety remained the most important purchase considerations, but affordability and fuel economy have become increasingly influential over the past five years. Honda ranked highest in nine of 12 purchase consideration factors among non-luxury brands, while Lexus and Lincoln led three categories each in the luxury segment.

The Kelley Blue Book Brand Watch report is based on approximately 12,000 interviews conducted annually with consumers intending to purchase a new vehicle within the next year.