• by Tanya Gazdik , 5 hours ago

Consumers have a pretty clear message for automakers: No thanks. 

Despite a slew of automakers debuting new creative campaigns in the past week, including Toyota, Audi and Ford, only 15% of Americans are currently in-market for a vehicle.

That’s according to a report from YouGov, Driving Brand Preference: U.S. Auto Rankings 2026.

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.

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.

Coincidentally, Toyota debuted a new campaign this week featuring its new all-electric vehicle family. The campaign was developed using a marketing approach inclusive of multicultural audiences. 

It includes a “Haters Anthem,” where three skeptics portrayed as puppets comedically sing, hate and doubt all-electric vehicles, only to be won over by the vehicles one-by-one, revealing the puppet haters have been transformed into Toyota BEV believers.

According to YouGov, 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). 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)

“The automotive market in 2026 is defined by a combination of brand strength, evolving consumer expectations, and cautious adoption of new technologies,” says Lizzy Greer, data consultant, YouGov, in a release. “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.”

The study’s results are 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.