| 11:39 AM EST

Kelley Blue Book Numbers—Below the Fold

#Kia #Jaguar #Toyota


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Although there is a natural tendency to take a look at the top of charts, perhaps there is a little more interesting activity going on at the bottom, below the fold, as it were. To wit, the latest “Automotive Brand Indicator” for Q1 2010 vs. Q4 2009 from Kelley Blue Book. Essentially this is modeled on analytics through which they’re calculating “brand performance based on consumer attitudes and behaviors.”

And while the headline of the following could be “Ford Beats Toyota”—but one must take the words of James Bell, executive market analyst for Kelley Blue Book into account lest partisans of the Blue Oval get too giddy: “Ford is the darling of the industry right now with exciting new product and marketing initiatives, and undoubtedly they wre able to overtake the top spot in Q1 2010 due to problems Toyota experienced at the time. However, Toyota is slowly crawling back into consumer’s good graces, especially with its continued enticing incentive offers,” and let’s face it, sooner or later people are going to be thoroughly sick of those Mike Rowe commercials—look at what’s going on at the bottom here:



smart isn’t looking so clever, and Scion is going right after it—in the wrong direction. Yet HUMMER is gaining ground down there while it is losing ground in the real world (as in going out of business). And take a look at the mid-pack, where the length of its bar indicates that Kia is really getting some forward momentum, just as its sister company Hyundai is near the top.

And take a look at the premium brands: BMW, Lexus, Mercedes, Audi, Cadillac, Acrua, Lincoln, Land Rover, and Jaguar are all trending the wrong way while only Infiniti is going in the right direction.

There’s a whole lot more curiosity here than the “Ford Beats Toyota.”