hybrid vehicles and suvs dominate shopper interest so far this yearConsumer preference in the new-vehicle market continues to shift decisively toward hybrid powertrains and crossover utility vehicles. According to the latest Kelley Blue Book Brand Watch report for the first half of 2026, car buyers are prioritizing affordability, fuel economy, and practical everyday utility over pure electric drivetrains and traditional four-door sedans.Hybrids Gain Momentum While EVs Experience Softening DemandShopper consideration for hybrid vehicles climbed to a record of 22 percent in the first half of 2026, up two percentage points from the same period a year ago. Conversely, interest in fully electric vehicles experienced a slight contraction, dropping from 11 percent in H1 2025 to 10 percent this year.Toyota maintained a dominant grip on the electrified sector, securing five of the top ten most-considered electrified models-all of which were hybrids. Newer hybrid entries also made an immediate impact on consumer interest, with both the Honda Accord Hybrid and Mazda CX-50 Hybrid cracking the top ten list for the first time.hybrid vehicles and suvs dominate shopper interest so far this yearSUVs Reach Record Popularity as Sedan Market Shares ShrinkVehicle body style preferences continue to tilt heavily toward SUVs across both mass-market and luxury tiers. Consideration for non-luxury SUVs climbed to an all-time high of 71 percent, while non-luxury sedan consideration dropped to a record low of 25 percent. The premium segment saw a similar trend, with luxury SUV consideration reaching a record 79 percent-up four points year over year-while luxury sedan interest slid to 39 percent.AdvertisementAdvertisementIndustry analysts attribute this persistent SUV growth to the proliferation of value-focused crossovers. Despite higher average transaction prices, budget-conscious crossovers provide consumers with the desired balance of interior room, high seating position, and fuel efficiency.hybrid vehicles and suvs dominate shopper interest so far this yearSubaru, Kia, and Audi Gain Ground in Selective MarketWith overall consumer consideration holding flat or declining across most brand portfolios, only a small group of automakers posted measurable gains in the first half of the year. In the non-luxury space, Subaru and Kia were the sole brands to increase overall shopper consideration. Subaru benefited from heightened interest in the Crosstrek and newly added Forester Hybrid, while Kia drew strength from its value-priced SUV lineup and the Carnival MPV.In the luxury category, Audi stood out as the only top-ten brand to deliver year-over-year growth, driven primarily by rising shopper interest in its refreshed A3 and A5 sedan families.hybrid vehicles and suvs dominate shopper interest so far this yearKey Purchase Factors and Brand LeadershipWhile long-term durability and vehicle safety remain the primary drivers of purchase decisions overall, factors such as initial affordability and operational fuel economy have grown significantly in importance over the past five years. For mainstream buyers, driving performance has also risen on the priority list.AdvertisementAdvertisementWhen evaluating how brands deliver on these consumer priorities, Honda demonstrated sweeping leadership in the mainstream segment. The Japanese automaker led 9 out of 12 key consideration factors, including durability, affordability, ride comfort, and driving dynamics. In the luxury field, consideration drivers were more evenly distributed, with Lexus and Lincoln each taking top honors in three distinct categories.