IRVINE, Calif. — According to the latest Kelley Blue Book Market Intelligence Brand Watch study, Korean automaker Hyundai has made its first foray into the top five most-considered auto brands among new-car shoppers. Domestic auto manufacturer Ford continues its reign in the top spot as the most-considered among the 37 new-vehicle brands tracked in the Kelley Blue Book Market Intelligence study, followed by Toyota, Chevrolet, Honda and Hyundai, respectively.

Kbb.com Brand Watch Q2 2010 Study

Top Five Most-Considered Auto Brands Overall (Regardless of Segment) Ford — 29 percent Toyota — 22 percent Chevrolet — 21 percent Honda — 20 percent Hyundai — 13 percent

According to the Q2 2010 Brand Watch Study, over the past quarter, Hyundai consideration has surged nearly 6 percentage points in the non-luxury coupe/sedan/hatchback segment, now garnering 29 percent of the total consideration among shoppers of this segment and bested only by Honda (45 percent), Toyota (42 percent) and Ford (38 percent).

Ford continues to hold court as the most-considered automotive brand among new-car shoppers, further increasing its lead over the second most-considered brand, Toyota (Ford has 29 percent of overall brand consideration regardless of segment, whereas Toyota has 22 percent). In Q2 2010, Ford particularly excelled in the non-luxury SUV/CUV segment, increasing its lead by four percentage points over the previous quarter to capture nearly half (46 percent) of the consideration among new non-luxury SUV/CUV shoppers.