A new report released today by YouGov, Driving brand preference: U.S. auto rankings 2026, finds that Toyota is the top automotive brand among Americans, leading competitors on overall brand health metrics, while broader market trends point to cautious adoption of electric vehicles and shifting consumer priorities.
Drawing on data from YouGov BrandIndex and YouGov Profiles, the report analyzes brand perception, consideration, and customer satisfaction, alongside the attitudes and behaviors of Americans planning to buy a vehicle in the next 12 months—a group that skews younger and more affluent.
Key findings:
- Only 15% of Americans are currently in-market for a vehicle
- Price is the most important purchase factor, cited by 75% of car buyers, followed by performance and safety
- SUVs and crossovers dominate demand, with 43% of buyers planning to purchase one, far outpacing sedans (23%)
- Electric vehicle adoption remains limited, with just 9% of car buyers planning to purchase an EV, compared to 21% opting for hybrid vehicles
- Toyota ranks #1 among U.S. auto brands, with a leading Index score of 42.3, followed by Honda (33.0) and Subaru (22.7)
- Japanese automakers (Toyota, Honda, Subaru) dominate the rankings, accounting for the top three positions
- Toyota also leads among in-market buyers, with 44.7% of prospective buyers considering the brand, well ahead of Honda (30.8%) and Ford (30.1%)
- Customer satisfaction is highest for Toyota (80.0), followed by Honda (76.5) and Lexus (76.2)
- Volvo is the most improved brand on satisfaction (+4.1), followed by Acura (+3.3) and Honda (+2.4)
Lizzy Greer, Data Consultant, YouGov
“The automotive market in 2026 is defined by a combination of brand strength, evolving consumer expectations, and cautious adoption of new technologies. What stands out in this data is the continued dominance of established brands like Toyota and Honda, alongside a clear signal that while interest in electrification is growing, most consumers are still prioritizing practicality, value, and reliability in their purchase decisions.”
Methodology
Driving brand preference: U.S. auto rankings 2026 is based on data from YouGov BrandIndex, YouGov’s always-on brand tracking tool, and YouGov Profiles, its consumer insights platform.
Brand rankings are derived from Index scores, a composite of impression, quality, value, satisfaction, reputation, and recommendation. Consideration reflects responses from consumers likely to purchase a vehicle within the next 12 months, while satisfaction is based on feedback from current and former customers.
All data is nationally representative of U.S. adults.
You can download the Driving brand preference: U.S. auto rankings 2026 here.
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