Holy Cow Audi Gets Shut Out Of The KBB Best Interiors?

Kelley Blue Book (http://www.kbb.com) and Kelley Blue Book Marketing Research today announces the results of the 'Interior Styling' segment of its consumer automotive perceptions research study, Brand Watch. Interior styling continues to be an important factor among active car buyers, as it plays a significant role in overall cabin comfort. Active new vehicle shoppers ranked the interior styling of vehicle brands based on overall comfort, headroom and legroom, as well as interior design throughout the cabin including intelligent layout, quality materials, convenient compartments and superior ergonomics. According to Brand Watch, Toyota brands topped the rankings for having the best interior styling in four vehicle categories. Two domestic vehicle brands also claim top spots in the interior styling study in addition to one well-known German luxury brand.

Toyota nearly swept the non-luxury categories when it comes to interior style taking the top spot in the minivan, non-luxury SUV, and non-luxury sedan categories. Toyota's luxury brand Lexus bested all other luxury brands for the No. 1 spot in the luxury sedan category. Two domestic manufacturers also garnered top positions for having the highest rated interior cabins. GMC was chosen by in-market, new-vehicle shoppers as having the best interior styling in the truck segment and Cadillac beat high-powered luxury import brands Lexus, BMW and Mercedes-Benz for best interior style in the luxury SUV category.

"Though some car reviewers have been critical of Toyota interiors it is obvious they are a big hit with the public at large," said Jack R. Nerad, executive editorial director and executive market analyst, Kelley Blue Book. "On the truck side, General Motors turned in a dominant showing in the face of strong challenges from Toyota and Nissan, each of whom would like to capture a larger share of the truck market."

Kelley Blue Book Brand Watch Study: Interior Styling

Convertibles/Sports Cars
1. Mercedes-Benz
2. Porsche
3. Lexus

Trucks
1. GMC
2. Chevrolet
3. Cadillac

Mini Vans
1. Toyota
2. Honda
3. Dodge

Luxury SUVs
1. Cadillac
2. Lexus
3. BMW

Non-Luxury SUVs
1. Toyota
2. Chevrolet
3. Ford

Luxury Sedan
1. Lexus
2. Mercedes-Benz
3. Infiniti

Non-Luxury Sedan
1. Toyota
2. Volkswagen
3. Honda

"While the average consumer has not had a chance to sit inside each vehicle among every brand, perceptions play a large role in determining a new vehicle shopper's consideration set," said Rick Wainschel vice president, marketing and market research, Kelley Blue Book. "Understanding consumer perceptions and shifts in those perceptions through the tracking and trending of Brand Watch allows manufacturers to better understand how to market and attract potential buyers based on their perceptions prior to purchase."

Available to vehicle manufacturers and auto industry professionals, Brand Watch taps into active shoppers to determine their perceptions of automotive brands within specific automotive segments. Brand Watch delves into how each manufacturer's brand equity differs across vehicle segments, compares the relative standing of each make vs. competitive makes, and reveals the decision factors of car-buyers within each make and segment. Detailed demographic and psychographic information is also collected, reported and detailed throughout Brand Watch's comprehensive study which is available quarterly from Kelley Blue Book Marketing Research.

kpaxx - 6/4/2007 12:58:59 PM

-10 Boost

I am surprised I don't see Mazda on this list!

Will_ - 6/4/2007 12:59:38 PM

-1 Boost

This is surprising. For sure the Q7 interior is more appealing than the X5 interior. What's truly surprising is that it must be the SC430 giving Lexus the ranking in the "Convertible/Sports Cars." Rag on it all you want, it's a nice car with a great interior, even after all these years in its production cycle.

markusck - 6/4/2007 2:42:18 PM

+7 Boost

"Even Tyra Banks drives one" hahahah...yeah the motoring guru...again with the celebs, if they drive it, it must be good...

Will_ - 6/4/2007 3:31:35 PM

+5 Boost

Hey, I didn't call it a "sports car," KBB did. It does get its name from being a Sports Coupe though right?

And love the insertion of Top Gear. When it comes to Lexus everything they say is taken literally. Everything else they say is called "entertainment."

Rupert - 6/4/2007 6:28:26 PM

-1 Boost

Will - the magazine and the show are separate.
Both however hate the SC.
http://www.topgear.com/drives/C4/A6/roadtests/01/01.html
"Other than investing in a selection of Internet-based stocks and shares, this is one of the most ill-advised ways to blow £50k-plus."

Agent009 - 6/4/2007 1:28:48 PM

0 Boost

no, more like. "click to look inside"

Agent009 - 6/4/2007 3:15:57 PM

+5 Boost

Ok I took your thoughts into consideration and changed the title. See I do care....

cdoke - 6/4/2007 1:11:02 PM

+1 Boost

This list is completely useless. "Active new vehicle shoppers" huh? How many of these "active new vehicle shoppers" had the car long enough to actually get a feel for its ergonomic efficiencies? Obviously nothing particularly exotic is included in this list. Look at it:

Trucks
1. GMC
2. Chevrolet
3. Cadillac

Luxury SUVs
1. Cadillac
2. Lexus
3. BMW

There is only one truck that I know of which is manufactured by Cadillac and it is nothing more than a version of the Escalade- the two vehicles have the same interior. The number one position in the Luxury SUV section must be due primarily to the Escalade as their most luxurious SUV.

What this then implies is that GMC and Chevy interiors are superior to Lexus and BMW interiors. You shouldn't I admit apply logic to this list because it isn't logical- it has no bearing on reality. To make a decision based on this list is folly and an exercise in futility. Again, this list is useless.

Agent009 - 6/4/2007 1:30:58 PM

+3 Boost

I actually double checked that too on the Cadillac truck to make sure.

Audi4Life - 6/4/2007 1:51:54 PM

-5 Boost

i think that audi + fans shouldnt worry much, caus as Agent009 said: "Facts are meaningless"

SteedPub - 6/4/2007 2:00:08 PM

0 Boost

Audi has for the past two decades had in my opinion the top drawer interior design. Period. But, in the past couple of years, they have taken a more austere approach to their design that has been a solid departure from the past. From the droopy eyed gauge clusters to the less business-like look they have all but lost their crown in my eyes.

S4cabriofoxone - 6/4/2007 6:12:33 PM

-1 Boost

They're apparently going to go back to the more simplistic, streamlined look (A8 interior) for their next round of products. I do think the A5/A6/Q7 are too busy on the inside, but that doesn't stop them from being at the tops of their classes. They should've followed the A8's lead, though.

Neverfollow - 6/5/2007 2:57:31 PM

+3 Boost

So getting rid of all the VW like components used in the A4 is a bad thing? The new A5/S5 and presumed A4/S4 interiors are now more like the A6/Q7 in appearance which share nothing from the VW parts bin or appearance. That should be a good thing.

S4cabriofoxone - 6/6/2007 12:22:46 AM

+1 Boost

Why was I de-boosted?

markusck - 6/4/2007 2:36:07 PM

0 Boost

PERCEPTIONS are based not only on expreience but mostly on marketing/hype as well and Audi certainly doesnt spend nearly enough to promote the brand stateside. Who is the best marketer under the sun? Lexus/Toyota. Their marketing machine does what other can't, they are the king of product placement, hype, razzle dazzel, ooh ahh, self parking etc. This should be a good wake up call for many of them.

The fact that Lexus made the list under convertible/sport cars is laughable and makes this very clear.

Czelinski - 6/4/2007 2:55:07 PM

-3 Boost

Lexus are up there! Ugly interiors, too many buttons and usually badly placed wood/plastic.

Monk - 6/7/2007 2:48:27 AM

+1 Boost

i agree with you...a bunch of that shiny dark silvery plastic ahh. It makes me want to throw up actually. Other than though, Lexus is alright.

jl3787 - 6/4/2007 3:10:08 PM

+1 Boost

Where is the Audi A8! That is a incredible interior.

I understand Toyota to be number 1 in the non-luxury categories.

For me, interior design and quality is the most important aspect wnen comes time to decide on buying a car. The car can be good looking and powerfull but if interior looks cheap forget it!

LexusKindaGuy12 - 6/4/2007 3:20:52 PM

+3 Boost

man! finally this proves my opinion on how audi doesnt make good looking interiors. they may be ergonomic and fit and finish are great, but the design itself needs help.

S4cabriofoxone - 6/6/2007 12:25:33 AM

+1 Boost

Take a look at an A8 with "Audi Exclusive," and then come back. The luxury and style of the interior in that car is superior to the Bentley Continental family.

JUGNU - 6/4/2007 3:26:19 PM

+1 Boost

The only Audi interior i like is A8's.
Rest of there models's interiors looks similar.
like A6 and Q7.

BTW my current favourite is Volvo.I am already planning to buy an S80 AWD.

JUGNU

Will_ - 6/4/2007 3:58:25 PM

+2 Boost

I like the A8 interior too. It's the only interior where a pop-up navigation screen works and doesn't look tacky and aftermarket-y.

Rupert - 6/4/2007 6:30:38 PM

+1 Boost

Will, since Jungu is going to buy an S80 with a pop-up nav, wasn't that a bit...insensitive?

montyz81 - 6/4/2007 4:23:35 PM

-5 Boost

The Infiniti EX has the best interior. Period!

GTR35 - 6/5/2007 8:27:03 PM

+1 Boost

The EX hasnt gone into production yet.

EnnNorak - 6/4/2007 4:39:57 PM

+1 Boost

Audi interiors are top notch. Any study or award that does not acknowledge this is totally flawed. I am extremely keen on plush comfy interiors and would not be driving a leased A6 today if that car did not measure up to my expectations.

Lexus - 6/4/2007 5:56:25 PM

0 Boost

Toyota/Lexus first in their interior once again, need anymore proof? I told many of you that Toyota and Lexus has the best interior in the auto business before.

Congratulation Toyota/Lexus

S4cabriofoxone - 6/6/2007 12:29:45 AM

+5 Boost

Not really. As much as the Lexus fans hate to admit it, the interiors are well-finished, but have very cheap materials in some places. Let me give you a few examples (in our RX330): the "chrome" accent on the gearshift is loose and I can twirl it around, the "leather" on the door is easy to rip with bare hands, and there's fake wood in the area where the seat heater buttons are placed.

Lexus interiors honestly are not the best. They're at about the eightieth percentile in terms of tactile quality and substance, but their design falls below Audi, BMW and Mercedes-Benz in terms of interior innovation or creativity. To sum up, their interiors are just boring. They could come from any car brand- there's nothing that says "Lexus."

Will_ - 6/6/2007 9:34:42 AM

0 Boost

Did you buy a used RX330? None of those "problems" occur in our RX330. Maybe we just take better care of our vehicles.

And talk about a lack of "creativity," new Mercedes' interiors are top notch in quality AND materials, but their design/layouts are mirror images of BMW and Honda (new C-Class).

Lexus - 6/4/2007 5:57:04 PM

+1 Boost

correction, it 1st etc..

Larry - 6/4/2007 6:32:54 PM

+1 Boost

the a8 interior is ok, but i don't the driver focused interior of the a6 and q7

S4cabriofoxone - 6/5/2007 6:12:49 PM

+2 Boost

But I'm sure you liked the driver-focused interiors of prior BMWs, right?

LexSucks - 6/4/2007 7:51:05 PM

-1 Boost

Who cares what the masses think? Toyota nicer interior than VW? LOL! I had a 2007 Toyota Camry loaner (Nav and all) and the interior sucked. The folks who did that survey probably never even seen an Audi Interior. What a joke.

Lexus - 6/4/2007 8:32:25 PM

+3 Boost

LexuSucks, and LexSucks too;) fun how you say you own a 2007 Toyota Camry and hate Toyota/Lexus.

Lexusucks, you must bought the lower end version of the Camry. If you bought the high end version of the Camry,etc..XLE V-6 or SE V-6, you would have very nice interior.

s4mula - 6/5/2007 1:52:01 AM

0 Boost

i think he said 2007 toyota camry LOANER!!!!!

theman - 6/5/2007 5:03:05 AM

-3 Boost

1) Mercedes
2) Audi
3) Lexus
4) BMW

I think we can all agree on this..

M53R - 6/5/2007 8:15:30 AM

+1 Boost

I agree with your ranking but BMW is improving... look at the facelifted 5. And I wouldnt be able to choose who is on top, Audi or Mercedes.

S4cabriofoxone - 6/6/2007 12:31:37 AM

+1 Boost

I agree with M53R- BMW is improving, and I can't really choose between Audi and Mercedes. On bread-and-butter models, Audi has the edge, but on higher-end cars, I'd say Mercedes uses only the best materials.

Czelinski - 6/5/2007 5:25:05 AM

0 Boost

"Toyota/Lexus first in their interior once again, need anymore proof? I told many of you that Toyota and Lexus has the best interior in the auto business before.

Congratulation Toyota/Lexus"

Bollocks to that, a few people have deiced that Lexus interiors are better. Probably cause more Yanks drive around in them to make judgement on it. And yes, theman is right with the interiors.

M53R - 6/5/2007 8:13:38 AM

+3 Boost

Ofcourse! And with that tacky plastic all over the LS460's interior and the rest of the bunch they rock!
Or maybe the cheap buttons taken from the camry in all of their lineup...... they really rock dont they!

Get real. The interior design may be nice (nothing special though, may look home in a carmy too!) but the instruments used are not close to be on the top.

Before some bashes me, I have sat in all lexus products. Let the de boosting begin!

Will_ - 6/5/2007 8:30:34 AM

+1 Boost

You deserve to get deboosted for your stupid remarks.

You splashed the word "Camry" around so much in that post it makes me think you own one...

EnnNorak - 6/5/2007 8:47:31 AM

-1 Boost

amazinBimmer: Audi is well known for its superior AWD and not FWD. Audi is also known for having extremely rust-resistant bodies. I had three Audis in the 1980s and all of them had superior seat comfort. I gave up on Audi for a while because of ongoing electrical problems with the marque. Fond memories of seat comfort were a key factor in leasing my current A6 when my Grand Marquis lease expired. The electrical problems that plagued earlier Audi's are gone now.

BTW, Lexus tries to clone some of the unique seat features of the Mercedes S-Class and the Maybach 62 but then they short-change you by offering only one reclining rear seat instead of two and by providing a front passenger seat that does not have all the adjustments of the driver's seat.

Will_ - 6/5/2007 9:21:45 AM

+2 Boost

Get over the reclining LS seats...

The front passenger seat does not need all the adjustments of the driver's seat. What a nitpicky issue.

S4cabriofoxone - 6/6/2007 12:34:19 AM

+3 Boost

"...because they do not have the capability to make a proper RWD car."

Do you really believe this? You must be mentally challenged.

If Audi can afford to develop over half of the VW group's engines, can produce a new lineup for Lamborghini and can afford to make a new sports car "because they want to," what makes you think they don' have the capability to make a RWD car? If they wanted to, they would. But they want to be different- and if they had RWD, you would be crying about how they copy BMW. Audi is not trying to be BMW. They shouldn't, ever.

Will_ - 6/5/2007 4:30:17 PM

+3 Boost

Not even paying attention to your ridiculous Lexus ranking, the fact that you put BMW AHEAD of Audi makes you look stupid.

gsh23 - 6/5/2007 4:33:39 PM

+2 Boost

agreed, how do you put BMW ahead of audi? have you seen the 3 series/X3?

gsh23 - 6/5/2007 4:34:23 PM

+2 Boost

oh and the Z4 is pretty terrible too

bmwdrvr - 6/5/2007 9:25:40 PM

+1 Boost

im confused as to why people think audis interiors are so nice, the new a5/tt interiors look low grade at best, a6 and a8 are nice but nothing to do back flips over, and why is mercedes should be last, it should be bmw, lexus, than audi, than mercedes....and on a sidenote how did infiniti end up on a best interior list their interiors are no nicer than the nissans they are based on, not trashing the brand but there interiors fall short in this class no where near class leading

S4cabriofoxone - 6/6/2007 12:37:14 AM

+1 Boost

"...the new a5/tt interiors look low grade at best, a6 and a8 are nice but nothing to do back flips over, and why is mercedes should be last, it should be bmw, lexus, than audi, than mercedes..."

Okay. To begin: neither you nor I have sat in the new TT and A5, but if you've read any of the reviews, you'd see that they do write about how they have the "usual" Audi materials. Meaning, they're very impressive.

Otherwise, the A6 and A8 are quite nice on the inside. Both of them tie with their Mercedes competitors for best-in-class interiors, IMO. I doubt you've sat in an A8 if you don't love it. I can't wait to see what Audi does with that car next.

S4cabriofoxone - 6/6/2007 12:38:29 AM

+1 Boost

Oh and, BMW, BEST INTERIORS?! What is wrong with you? I guess your name says it all. But although BMWs are nice, they're "nothing to do back flips over." Their interiors all look the same, except for the 6er. They're also pretty average in terms of class build quality.

M53R - 6/6/2007 6:51:19 AM

+2 Boost

SoCaL

Feel free to visit the closest Lexus dealership. You can check from what Im saying then...

keyzi747 - 6/6/2007 3:50:26 PM

+1 Boost

once the new Caddy CTS goes on sale, many more of you guys are going to be very upset that a domestic brand is taking the top spot once again for interior design. Easily, one of the best interiors I've ever seen!

MunichRob - 6/6/2007 7:01:14 PM

+2 Boost

I'm sorry but seeing as a Cadillac made this list twice & Audi isn't even on it, makes it pretty hard for me to take it seriously.

Most of the people surveyed for this list are far from auto-experts, with no clue as to what the competition looks like inside. They have troubles picking out the interior flaws on a Cadillac because it could quite possibly be the only brand, or nicest brand they've ever owned.

S4cabriofoxone - 6/7/2007 12:14:32 AM

+2 Boost

"Did you buy a used RX330? None of those "problems" occur in our RX330. Maybe we just take better care of our vehicles."

Of course, the reply button isn't working...

No. I bought it new in April 2003. I can assure you we take great care of our fleet- if you remember, that's why my Audis have been so trouble-free. You can't sit at your computer and just lie to me. No, you may not have the same niggles as us- but that's nearly impossible. You know how cheap the wood is in some places, but you're probably not going to admit it. You also know that the "aluminum" on the center console is pure plastic, and I abhor it. There isn't an ounce of real chrome on the interior of that car.

On the other hand, there isn't any "aluminum look" or "leatherette" in my S4. There's real aluminum on the steering wheel, the gearshift, the air vents, the "quattro" sign engraved in the wood trim, and even the little trim strip that separates the nav screen from the HVAC controls. There is also sumptuous leather on the white seats, with black piping; real leather on the steering wheel (not on the Lexus), and of course, the gearshift. As for the wood trim, I'll just say that it feels much richer than the RX's, just because it is. More polished, less hollow and tinny to the touch.

EnnNorak - 6/7/2007 7:01:31 PM

+1 Boost

amazinBimmer: Audi's AWD models have a north-south engine, so don't tell me they simply converted a FWD to AWD. A RWD machine would inherently use the north-south configuration rather than the typical east-west FWD power plant. You are mixing up or inventing platform sharing issues with more important considerations. Audi uses a Torsen center differential and Torsens are more expensive than some el-cheapo systems based on differnetilals with clutches that wear out. The slogan "Audi is an overpriced VW" was dreamt up by competitors who just could not match Audi's technical superiority and fit and finish. I am sure you never owned an Audi and that is why you have no idea what you are talking about. Audi bodies are not only virtually rustproof but they are also extremely strong. My oldest daughter put one in the ditch when she was sixteen and the only damage was a small dent on the side when she and her friends tried to pull it out with battery cables that snapped and whipped the body.

atomicbri - 6/7/2007 8:38:18 PM

+2 Boost

Interesting to me that EVERY ADVERTISER on their site is on this survey of "Best Interiors".... I saw a Lexus ad...several GM ads.... interesting indeed....

twistedneck - 6/9/2007 4:30:39 AM

0 Boost

Everyone knows the Germans make the best interriors bar none. They need to innovate again to keep the pack followers at bay.

If its innovation you want, look to GM's new work.. however, interiors obviously don't mean much - Subaru has some wonderful stuff but they get shut out and toyota and honda (down right pitiful, reminiscent of a 1980's digital alarm clock) get praise? I guess anyone can be an auto journalist these days... that is anyone who cant get a real job in the industry.