Shoppers Want It All, Including Affordability

How does the market adapt when shoppers expect one vehicle to deliver utility, efficiency, technology, comfort, and affordability all at once?In this bonus episode of The Auto Market Brief, host Erin Keating is joined by Vanessa Ton, Senior Manager of Research and Market Intelligence at Cox Automotive, and Sean Tucker, Managing Editor at Kelley Blue Book, to explore the latest findings from the Kelley Blue Book Brand Watch study. The discussion reveals how consumer priorities continue to evolve as affordability becomes an increasingly important consideration, even among luxury shoppers. SUVs and hybrids continue to gain momentumSUV consideration reached its highest level on record, while hybrid consideration also hit a new high. Despite affordability concerns, shoppers continue to prioritize space, utility, and flexibility, increasingly seeking vehicles that can offer fuel efficiency without sacrificing capability. Affordability is influencing more purchase decisionsVehicle prices remain elevated, and affordability has become an increasingly important consideration across the market. While value-conscious brands continue to benefit, consumers are looking beyond price alone and focusing on the overall value a vehicle delivers. Value means more than lower pricesBrands like Kia, Subaru, Lincoln, and Audi gained consideration by delivering strong value propositions, whether through design, quality, comfort, brand reputation, or accessible luxury. The discussion explores how shoppers are evaluating tradeoffs and redefining what value means in today's market. The conversation also covers hybrid adoption, EV consideration, luxury and non-luxury shopper behavior, vehicle design trends, brand perception, and what Brand Watch reveals about changing consumer demand. The Auto Market Brief delivers timely data, clear context, and practical insight to help industry leaders make smarter decisions—what's happening now, and what's coming next.The Auto Market Brief is powered by Cox Automotive. For more industry insights and expert perspectives, visit our Insights Hub at Cox Automotive Insights.