Honda takes overall title in vehicle value survey

Honda took top honors in the small car category for the Honda Civic and in the compact pickup segment with the Ridgeline. The Honda Accord Coupe was the top mid-specialty car, and the Honda Pilot was the top medium crossover SUV.“One thing about Honda that is just really clear: They have the strongest brand equity of any brand out there,” said Alexander Edwards, president of Strategic Vision’s automotive research group. Honda has also done an excellent job at innovation, Edwards said. He cited the Ridgeline, which is expensive compared to other compact pickups but has features such as a folding rear bench seat and a tailgate that can open either by folding down or by swinging open like a door. Such features, combined with Honda’s “perceived reliability and durability,” help boost the brand’s value, Edwards said.Toyota is a close second when it comes to brand equity among current owners of the company’s vehicles and has done a better job than Honda at using its image to win new buyers, Edwards said. But Toyota has been moving slower than other brands when it comes to innovation, he said.Edwards said Toyota must be careful not to become complacent. “Everybody is looking at them and asking, ’Where are they weak?”’ he said.GM, in addition to its tie for small SUV, had segment leaders with the Chevrolet Corvette (small specialty over $25,000), the Corvette convertible (convertible over $30,000), and the Chevrolet Silverado (heavy-duty pickup). Edwards praised GM for focusing on improving its products and taking steps to wean itself from incentives, which erode a brand’s value.Ford Motor Co. and DaimlerChrysler AG’s Chrysler Group had no winners in any of the categories. Overall, BMW AG outperformed all companies, including Honda, but because it sells only luxury vehicles and the Mini sports coupe and convertible, it is not considered a full-line automaker.