- Lexus has been named Best Overall Luxury Brand in the 2026 Kelley Blue Book Consumer Choice Awards, a win it has now claimed six times
- Lexus also took home Most Trusted Luxury Brand — a title it has held every year since 2016 — along with Best Value Luxury Brand
- In total Lexus won half of the awards in the luxury category
Kelley Blue Book has announced the winners of its 2026 Consumer Choice Awards, and Lexus walked away with the biggest prize in the luxury segment: Best Overall Luxury Brand. This marks the sixth time Lexus has claimed the top honor, with KBB citing the brand’s reputation for comfort, reliability, safety, fuel efficiency, and value.
Unlike awards handed out by panels of automotive journalists, the Consumer Choice Awards (formerly known as the Brand Image Awards) are decided by the people who matter most: in-market new car shoppers. The results come from KBB’s annual Brand Watch Study, which surveys more than 12,000 active shoppers on 14 key attributes, from affordability and safety to durability and interior layout.
In other words, this is a direct read on how people actively shopping for a new vehicle perceive the Lexus brand.
A Decade of Trust
The Best Overall win wasn’t the only hardware Lexus collected – Lexus was also named Most Trusted Luxury Brand, a title it has now held every single year since 2016. Ten consecutive years is a remarkable run by any measure, and it speaks to the foundation Lexus has built since its inception.
Rounding out the trio, Lexus also won Best Value Luxury Brand. KBB pointed to the brand’s deep hybrid lineup and generous standard equipment as key motivators for buyers, noting that Lexus delivers genuine luxury while keeping quality-for-the-price and fuel efficiency top of mind. With hybrid powertrains now available across nearly the entire lineup — from the UX and NX up through the RX, TX, and ES — it’s not hard to see why shoppers see Lexus as the smart money in the segment.
Source: Kelly Blue Book
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