April 23rd, 2024, Bhavika Bansal
According to recent data from YouGov Global Profiles, nearly a fifth of Americans intend to buy a certified pre-owned or used car (18%) and 14% intend to buy a new car in the next 12 months. Using data from YouGov BrandIndex, this analysis offers insight into the carmakers with the highest Consideration score – which tracks which brands consumers are likely to consider buying – among prospective used and new car buyers in the US, since the start of 2024.
For the purpose of this analysis, the term prospective used car buyers refers to all American adults who plan to buy a certified pre-owned or used car in the next 12 months. Similarly, the term prospective new car buyers refers to all American adults who plan to purchase a new car within the same period.
Japanese auto giant Toyota leads the pack among both groups of consumers scoring 46.7 percentage points with prospective used car buyers and 43.5% with prospective new car buyers.
Automakers with the top consideration score among prospective used car buyers
In a distant second, another Japanese manufacturer, Honda, earns a consideration score of 32.5%. Honda recently expanded its used car program with the Honda Certified Pre-Owned (CPO) leasing option and new HondaTrue Used lineup. American carmakers Chevrolet and Ford come in at third and fourth place (30.9% and 29.2% respectively).
The gap begins to narrow as we move down the list. South Korean automakers Hyundai and Kia register an equal Consideration score (18.6 points). Stellantis-owned Jeep (18.1%) and Dodge (17%) close out the list.
Despite ranking among the top 10 most considered car makers by prospective used car buyers, Subaru, Nissan, Kia, Jeep and Dodge don’t make it to the list for Americans intending to buy a new car in the next year.
Automakers with the top consideration score among prospective new car buyers
In second place behind Toyota, German luxury car brand BMW scores a distant 26.5 percentage points. The automaker recently announced a slew of incentives and discounts, substantially lowering the prices of its EV fleet in the US for a limited time- a move that may push up its consideration score and actual sales in the coming months.
Much like BMW, fellow luxury carmakers Mercedes-Benz and Lexus are among the top 10 most considered auto brands by new car buyers but fail to make a mark among used car buyers in the US.
Though it cinches third place, Ford sees a much lower Consideration score among prospective new car buyers (26.3%) than it does among prospective used car buyers in the US.
Similarly, not only do they register a lower ranking on the list, but auto brands Honda and Chevrolet also see a drastic drop in Consideration when it comes to this group of new car buyers (24.8% and 23.6% respectively).
EV pioneer Tesla (21.9%), which faced a 25% drop in registrations in February 2024, Hyundai (18.3%) and Audi (18%) round out the list of the top 10 most considered automakers among prospective new car buyers.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Consideration Score is based on the question: When you are in the market next to make a purchase, which brands would you consider and delivered as a net score between –100 and + 100. The data is based on the interviews of US adults aged 18+ between January 1, 2024, and April 18, 2024. The figures are based on a four-week moving average. Learn more about BrandIndex.