Which car brands do Americans want to drive and trust for longevity?

Consumer preferences for car brands vary based on factors such as design, performance, and reliability. Understanding these preferences can help manufacturers tailor their marketing and product development strategies. YouGov’s Automotive CategoryView tracks these perceptions, offering insights into which brands US consumers want to drive, associate with high performance, and trust for longevity.

Most desired car brands

Owning or driving a particular car brand can be aspirational. While some consumers seek luxury and performance, others prioritize reliability and affordability. In the US, Toyota is the most desired car brand, with 31% of consumers expressing interest in driving one. Honda follows at 22%, with Ford (21%), BMW (21%), and Mercedes-Benz (21%) also ranking highly.

Chevrolet (20%) is another brand consumers want to drive. Lexus (19%), Subaru (16%), Porsche (16%) and Jeep (15%) round out the top ten most desired cars.

Age plays a significant role in brand desirability. Among 18-29-year-olds, luxury brands hold strong appeal, with 35% expressing interest in Mercedes-Benz and 32% in BMW. Lexus (26%) and Porsche (25%) also rank highly; however, Toyota remains a strong contender at 26%.

In the 30-44 age group, Toyota takes the lead again at 31%, followed by BMW (25%), Mercedes-Benz (23%), and Honda (23%). Toyota continues to be on the top even for 45-64year-olds (34%), followed by Honda (24%), Ford (22%), and Chevrolet (22%). Interest in BMW and Mercedes-Benz declines in this group, with both at 17%.

Among consumers aged 65 and older, Toyota (32%) and Honda (23%) remain the most desired brands, while Subaru’s appeal rises to 21%, reflecting an emphasis on safety and reliability. 

Car brands seen as high performing

In the US, Mercedes-Benz and BMW lead consumer perceptions of performance, with 30% of respondents associating them with superior performance. Toyota follows closely at 29%, a testament to its reputation.

Porsche (28%) reinforces its sports car heritage, ranking just behind Toyota. Lexus (22%) secures a spot on the list.

Other brands with strong performance perceptions include Honda (20%) and Audi (20%). Jaguar (18%), Ford (17%) and Chevrolet (17%) complete the rankings.

Car brands expected to last the longest

Longevity is a key factor in purchasing decisions, especially for consumers looking for long-term value. Brands that are known for durability and reliability tend to perform well in this category.

In the US, Toyota is the most trusted car brand for longevity, with 44% of consumers believing its vehicles last the longest. Honda (32%) follows, while Ford and Subaru, each at 21%, also rank highly. 

Despite their high-performance ranking, consumers do not rank Mercedes-Benz (17%) and BMW (16%) among the most long-term reliable brands.

Lexus (17%), Nissan (17%) and Volvo (14%) round out the top brands for longevity.

Methodology: YouGov Automotive CategoryView collects data on brands & consumers across the US every month. The data is based on the interviews of more than 26,000 American adults aged 18+ between March 1, 2024, and February 28, 2025.

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