Ford Becomes 'Most-Considered' Brand

IRVINE, Calif. (AP) -- Hyundai has reached the top five most-considered auto brands among new car shoppers in the U.S. for the first time, according to a quarterly survey released Tuesday by Kelley Blue Book.

Ford is the top brand, with 29 percent of shoppers considering it. Next come Toyota, Chevrolet, Honda and Hyundai.

Hyundai ousted Nissan, which is now in sixth place.

Toyota held the top spot at this time last year, but the brand has been damaged by a series of safety recalls. Consideration for Toyota has fallen eight percentage points from the second quarter of 2009.

Shoppers ranked durability and reliability, driving comfort, fuel efficiency, driving performance and safety as the top five important factors while shopping for their next new vehicle.

Kelley Blue Book questioned more than 3,000 new-car shoppers on its Web site between April 6 and June 17.

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