THE BREAKDOWN KBB’s first-half 2026 Brand Watch shows hybrid consideration at 22% versus EVs at 10%. Non-luxury SUV consideration reached a record 71% while sedans fell to 25%. Hybrid SUVs are no longer the quiet middle ground between gas and full electric. Kelley Blue Book’s latest Brand Watch data for the first half of 2026 shows hybrids grabbing far more shopper attention than EVs, with SUVs sitting firmly in the driver’s seat of that shift. If you look at specific lineups, brands like Hyundai have posted record US results in part because their hybrid SUV sales are surging, especially on family crossovers that compete directly with EVs on shopper lists.