Toyota leads U.S. auto rankings as EV demand remains limited

Electric vehicle adoption remains limited, with just 9% of car buyers planning to purchase an EV, compared to 21% opting for hybrid vehicles

New York—A new report released by YouGov, Driving brand preference: U.S. auto rankings 2026, finds that Toyota is the top automotive brand among Americans, leading competitors on overall brand health metrics, while broader market trends point to cautious adoption of electric vehicles and shifting consumer priorities.

Drawing on data from YouGov BrandIndex and YouGov Profiles, the report analyzes brand perception, consideration, and customer satisfaction, alongside the attitudes and behaviors of Americans planning to buy a vehicle in the next 12 months — a group that skews younger and more affluent.

Key findings:

• Only 15% of Americans are currently in-market for a vehicle.

• Price is the most important purchase factor, cited by 75% of car buyers, followed by performance and safety.

• SUVs and crossovers dominate demand, with 43% of buyers planning to purchase one, far outpacing sedans (23%).

• Electric vehicle adoption remains limited, with just 9% of car buyers planning to purchase an EV, compared to 21% opting for hybrid vehicles.

• Toyota ranks #1 among U.S. auto brands, with a leading Index score of 42.3, followed by Honda (33.0) and Subaru (22.7).

• Japanese automakers (Toyota, Honda, Subaru) dominate the rankings, accounting for the top three positions.

• Toyota also leads among in-market buyers, with 44.7% of prospective buyers considering the brand, well ahead of Honda (30.8%) and Ford (30.1%).

• Customer satisfaction is highest for Toyota (80.0), followed by Honda (76.5) and Lexus (76.2).

• Volvo is the most improved brand on satisfaction (+4.1), followed by Acura (+3.3) and Honda (+2.4).

What are car buyers most likely to purchase next?

The shift to electric vehicles will not be completed in 2026. Only 9% of car buyers plan to buy electric, though 21% say they’ll most likely choose a hybrid engine.

The engines will most likely power large vehicles with SUV/crossover being the most popular category, with 43% planning to buy one. Sedans follow at 23%.

Top auto brands

Japanese carmakers dominate the top of the rankings. Toyota is by far the top brand with an index score of 42.3. Honda follows with 33.0, leading the rest of the pack by more than 10 points. Chevrolet and Ford are the top U.S. brands in the fourth and fifth position.

Download the full report here.