The Kelley Blue Book Brand Watch Report is a consumer perception survey that also weaves into shopping behavior to determine how a brand or model stacks up with its industry competitors on dozens of key factors of a consumer’s buying decision. Kelley Blue Book produces separate Brand Watch reports each quarter on non-luxury products (Toyota recently took first prize) and luxury brands (recently BMW’s competition).
We’re also launching electrified vehicles – a category that combines electric vehicles (EVs), hybrids and plug-in hybrids (PHEVs). The competition in those categories should heat up this year, as nearly every automaker shifts its focus to building more electrified cars.
But Tesla and Toyota repeated their wins in their respective fields during the second quarter.
More than a quarter of shoppers consider a hybrid or EV
Twenty-seven percent of new car shoppers looked at an electric vehicle during the second quarter. Of those shoppers, 19% shop for a hybrid or PHEV, and 12% consider a pure electric vehicle.
Overall, new car sales fell more than 20% in the second quarter. Merchants suffered from reduced supply due to persistent microchip shortages and other supply chain problems. Poor supply pushed new car prices to record levels.
The limited supply of microchips has also caused automakers to build their most profitable models — mostly SUVs and pickups — at a time when high gas prices are making Americans look again to smaller models and electrified cars.
But sales of electrified cars surged last quarter, jumping 13% to nearly 443,000 units.
The increase came from electric vehicle sales, which rose 66% to nearly 200,000 units. Hybrid sales declined due to inventory shortages. Hybrids were arranged at or near the bottom for provisioning throughout the second quarter.
The Toyota RAV4 Hybrid was once again the most marketed electric vehicle. Although it has been the most shopped for months, the RAV4 Hybrid has always been near the bottom when it comes to supply availability.
The Tesla Model 3 was the most marketed electric car, although its Model Y sibling tends to outpace it in most quarters.
The most important electrified cars in the second quarter:
- Toyota RAV4 Hybrid
- Honda CR-V Hybrid
- Toyota Highlander Hybrid
- Tesla Model 3
- Ford F-150 Lightning
- Ford Maverick Hybrid
- Toyota Camry Hybrid
- Honda Accord Hybrid
- Tesla Model Y
- Tesla Model S