Consumers perceive BMW as cool, Mercedes-Benz, most prestigious

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BMW owners have just received some well-needed validation in “these tough economic times.” The brand was awarded three 2009 Brand Image Awards. Kelley Blue Book’s market study tracks more than 12,000 car shoppers’ brand perceptions each year and divides the findings into 10 categories.

The Bavarians won ‘Best Performance Brand,’ ‘Coolest Brand’ and ‘Best Exterior Design Brand,’ which may have been a parting gift for the exiting chief of design, Chris Bangle. Kelley said BMW transcended the generation gap with cars that both parents and kids wanted.

Its Teutonic neighbor, Mercedes-Benz, went home with ‘Best Prestige Brand,’ leaving one to ponder the difference between ‘prestige’ and ‘cool.’

Ford won ‘Most Rugged Truck,’ and Cadillac won for ‘Best Interior Design’ and ‘Best Comfort Brand.’ Ford’s record-setting truck sales for 27 years helped seal the deal, according to Kelley. Cadillac’s design resurgence caused KBB to point out how far it has come in just a few years. Japanese manufacturers won three awards total; Nissan for ‘Best Design -- Non Luxury,’ and Toyota picked up ‘Best Value’ and ‘Most Family Friendly.’ KBB said, “Smart shopping never goes out of style, and Toyota has built a reputation for building some of the smartest buys on the road.”

Must have been those 45 years of Corollas.

-- Doug Stewart

For more info - www.kbb.com/2009brandimageawards