Buying a new car? Consumers consider Toyota first, then Ford

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Dec. 14, 2010—Toyota is the most considered brand among new car shoppers, according to Kelley Blue Book’s (KBB) Market Intelligence Brand Watch study.

From the fourth quarter of 2009 to the second quarter of 2010, Toyota fell to No. 1 for the most considered brand due to the company’s recalls, and Ford was No. 2, according to a KBB press release_notes. The most considered brands at the end of 2010 are:
1. Toyota at 25 percent;
2. Ford at 24 percent;
3. Honda at 23 percent;
4. Chevrolet at 19 percent;
5. Nissan at 16 percent;
6. Hyundai at 13 percent.

New car shoppers rank durability, comfort, fuel efficiency, driving performance and safety as the top five factors when considering a new car. Ford remains the most considered truck brand and Honda remains the most considered minivan brand. KBB has tracked brands since 2007.

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