Honda has claimed five Consumer Choice Awards from the USA’s Kelley Blue Book (KBB) for 2025, with the brand being recognised in categories such as ‘Best Overall Brand’, ‘Most Trusted Brand’ and ‘Best Value Brand’. Additionally, its vehicles were highlighted for in-car experience and performance.
This marks the latest achievement in Honda’s longstanding relationship with the awards, having now accumulated 37 KBB Consumer Choice honours since the programme’s inception.
The accolades are determined by KBB’s Brand Watch study, which analyses feedback from 12 000 prospective car buyers annually. The research assesses brand perception, loyalty, and factors influencing purchase decisions. Honda’s 2025 models, including the Civic, Accord, and CR-V — alongside their hybrid counterparts — also received resale value awards in categories such as compact cars and SUVs.
While Honda’s US accolades underscore its global reputation, its presence in South Africa reflects a more nuanced market dynamic. According to recent Naamsa (National Association of Automobile Manufacturers of South Africa) data, Honda accounts for approximately 3% of the country’s new passenger vehicle sales. Popular models have maintained steady demand, though the brand faces competition from dominant local players like Toyota and Volkswagen.
Industry analysts note that Honda’s emphasis on reliability and resale value aligns with priorities among South African consumers, who often prioritise long-term cost efficiency. However, the brand’s hybrid offerings, celebrated in international markets, have yet to gain significant traction in South Africa, where electric and hybrid vehicles represent less than 1% of total sales.
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A spokesperson for Honda South Africa acknowledged the challenges but reiterated the company’s commitment to “delivering vehicles that balance innovation with practical ownership benefits”.
The brand’s recent KBB recognition may bolster its appeal among value-conscious buyers globally, though market-specific strategies will likely remain critical in regions like Southern Africa.
Kelley Blue Book’s awards, rooted in consumer insights, highlight Honda’s ability to align with buyer preferences in competitive automotive landscapes. As the industry evolves, the brand’s focus on trustworthiness and performance could play a pivotal role in strengthening its position worldwide.
Colin Windell for Colin-on-Cars in association with
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