Toyota and its luxury counterpart Lexus continue to rank No. 1 for resale value, earning the top spots on Kelley Blue Book’s annual awards again in 2026.
The details: Over the past decade, the Japanese automaker has dominated Kelley Blue Book’s “Best Resale Value Awards,” which recognize vehicles for their projected retained value during the initial five-year ownership period.
Toyota led eight of 16 mainstream categories, while Lexus topped three of eight luxury segments, including subcompact, compact, and midsize SUVs.
Toyota averages a 53% resale value, while Lexus averages 47%, with Toyota claiming five of the top 10 spots.
This year marks Toyota’s 10th consecutive “Best Resale Value” brand win and Lexus’ fifth straight win, as well as the luxury brand’s seventh overall.
What they’re saying: "Toyota and Lexus continue to reign supreme with top average residual values, meaning their vehicles are projected to retain more of their original MSRP over the first five years of ownership in comparison to other mainstream and luxury brand averages, respectively,” said Rheia Szymczyk, senior manager, valuation and analysis operations for Kelley Blue Book.
OUTSMART THE CAR MARKET IN 5 MINUTES A WEEK
Get insights trusted by 55,000+ car dealers. Free, fast, and built for automotive leaders.
Why it matters: Strong resale values can give dealers a meaningful advantage in both new- and used-vehicle sales.
Higher retained value can strengthen lease offers, support trade-in values, and give shoppers another reason to choose Toyota and Lexus in a market where affordability remains a top concern.
Between the lines: The importance of a vehicle’s resale value can’t be overstated, given that depreciation is often the biggest expense drivers face during the first five years of ownership, Kelley Blue Book noted.
The average 2026 model-year vehicle retains only 45% of its value after five years, meaning a $50,000 vehicle falls to about $22,500.
By contrast, vehicles in Kelley Blue Book’s 2026 Best Resale Value Top 10 are expected to retain 55% or more over the same period.
Bottom line: Toyota and Lexus’ continued strength in resale value is likely to help support pricing power, improve lease and trade-in conversations, and reinforce long-term value messaging with cost-conscious buyers.
A quick word from our partner
Turn Every Inquiry Into a Sales-Ready Conversation:
Speed is table stakes; intelligence is the edge. Impel AI with Agentic Responses decodes intent and context instantly across any lead source. It doesn’t just reply; it reasons.
No scripts, just high-fidelity engagement that understands the assignment.
Less "bot babysitting," more showroom velocity.
When customers are ready, your reps receive qualified leads with a conversation summary and actionable next steps.
Better handoffs. Stronger conversions.
