Cox: Hybrid and SUV interest grew among first-half new-car shoppers

What the Brand Watch study measures

Cox Automotive's August 4 release summarizes Kelley Blue Book Brand Watch surveys conducted during the first half of 2026. Cox describes Brand Watch as a perception study of new-vehicle shoppers who use Kelley Blue Book and intend to purchase within a year, with approximately 12,000 interviews conducted annually.

The findings measure which brands, vehicle types, and attributes shoppers say they are considering. They do not count completed purchases, registrations, inventory, or prices, and they should not be read as a sales forecast.

Hybrid and SUV consideration increased

Cox reports that hybrid consideration reached 22% in the first half of 2026, up from 20% a year earlier. EV consideration moved to 10% from 11% over the same comparison. These percentages describe the survey's shopper pool, not each powertrain's share of U.S. vehicle sales.

SUV consideration reached 71% among non-luxury shoppers and 79% among luxury shoppers, both record highs in Brand Watch. Cox also found that affordability and fuel economy had grown in importance over the past five years, while durability and safety remained the leading purchase factors.

How buyers can use the trend

• Compare the models that fit your actual passenger, cargo, parking, and trip needs rather than assuming the most-considered body style is the best fit.
• Use the federal fuel-economy comparison tool to check official ratings and estimated fuel costs for specific vehicles.
• Compare the out-the-door price, insurance, fuel or charging, maintenance, and expected depreciation across powertrains.
• If financing, compare APR, term, amount financed, total interest, and total of payments—not only the monthly payment.

What sellers should take from the survey

Broad interest in hybrids and SUVs may help explain which listings attract attention, but a national consideration survey does not set a vehicle's value or guarantee a faster sale. Price from recent local comparables for the same model year, trim, mileage, condition, and powertrain.

Accurate service records, fuel-economy information, equipment details, and a clear condition description give buyers evidence they can evaluate. Avoid presenting a brand-level survey result as proof that one vehicle will appreciate or sell at a particular price.