The Auto Channel: North America | Europe

Kelley Blue Book Brand Watch Study Names Most Improved Marks in Luxury Sedan Segment

Study Reveals Cadillac, Audi Have Most Increased Brand Perception Among Luxury New-Car Shoppers

IRVINE, Calif., May 12 -- According to Kelley Blue Book (http://www.kbb.com/) Marketing Research's Brand Watch study, Cadillac and Audi are the most improved in terms of brand perception over the past year in the Luxury Sedan segment. Cadillac improved most among the factors of driving comfort, exterior styling, interior layout/design, interior roominess and cargo/trunk space. Audi was deemed most improved when evaluating seating capacity, luxuriousness, available options and prestige brand. The results are based on Brand Watch study data in the Luxury Sedan segment from Q1 2007 to Q1 2008.

         Kelley Blue Book Marketing Research's Brand Watch Study
       Most Improved: Luxury Sedan Segment from Q1 2007 to Q1 2008

                                 CADILLAC
                             Cadillac's Percent         Average Percent
  Attribute                        Change              Change for Segment
  Exterior Styling                 +10%                        -1%
  Driving Comfort                   +8%                        -3%
  Interior Layout/Design            +7%                        -1%
  Cargo/Trunk Space                 +4%                        -6%
  Interior Roominess                +1%                        -5%

                                   AUDI
                               Audi's Percent           Average Percent
  Attribute                        Change              Change for Segment
  Available Options                +17%                        +1%
  Luxuriousness                     +9%                        -3%
  Prestige Brand                    +9%                        +0%
  Seating Capacity                  +1%                        -8%

"Both Cadillac and Audi have introduced new models and significant redesigns and, at the same time, they've ramped up their marketing efforts over the past year, moving the important needle of perception up among luxury new-car shoppers," said Jack R. Nerad, executive editorial director and executive market analyst for Kelley Blue Book and kbb.com. "The results of this Brand Watch study demonstrate how quickly consumers can change the way they perceive brands when exciting new products and marketing campaigns enter consumers' consciousness."

Available to vehicle manufacturers and auto industry professionals, Brand Watch is an online brand perception tracking study tapping into 3,000+ in-market new-vehicle shoppers quarterly on kbb.com. The highly comprehensive Brand Watch report provides a detailed look at in-market new-vehicle shoppers' perceptions of brands and important factors driving their purchase decisions while in the midst of the shopping process. Brand Watch delves into how each manufacturer's brand equity differs across vehicle segments, compares the relative standing of each make vs. competitive makes, and reveals the decision factors of new-vehicle buyers within each make and segment. Additionally, Brand Watch solicits the opinions of in-market new vehicle shoppers on various attributes within each vehicle segment, such as fuel efficiency, safety, driving performance, durability/reliability, family friendliness and the "cool" factor/vehicle image. Detailed demographic and psychographic information also is collected, reported and detailed throughout Brand Watch's comprehensive study.

For Brand Watch sales inquiries on any vehicle segment or brand, please contact Kelly Kim, director of marketing research services for Kelley Blue Book, at 949-268-2756 or kkim@kbb.com.

About Kelley Blue Book (http://www.kbb.com/sitemap)

Since 1926, Kelley Blue Book, The Trusted Resource(R), has provided vehicle buyers and sellers with the new and used vehicle information they need to accomplish their goals with confidence. The company's top-rated Web site, kbb.com, provides the most up-to-date pricing and values, including the New Car Blue Book(R) Value, which reveals what people actually are paying for new cars. The company also reports vehicle pricing and values via products and services, including software products and the famous Blue Book(R) Official Guide. Kbb.com is rated the No. 1 automotive information site by Nielsen//NetRatings and the most visited auto site by J.D. Power and Associates nine years in a row. No other medium reaches more in-market vehicle shoppers than kbb.com; nearly one in every three American car buyers performs their research on kbb.com.