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10th Year for Canadian Black Book Best Retained Value Awards
Unveils New ‘Overall Brand’ Winners

2017 a Record Breaking Year for Retained Values While Public
Demand for Long-Term Loans Continues to Rise

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Markham, ON, February 14, 2017 - The 2017 Canadian Black Book Best Retained Value Awards mark the tenth annual presentation of the sought after auto industry accolades. The tenth anniversary awards were announced today in 20 vehicle categories and for the first time, three ‘Overall Brand’ winners.

The first ever Canadian Black Book Best Retained Value ‘Overall Brand’ Award for Car goes to Subaru; in Truck/SUV the winner is Toyota; and in Luxury the Award goes to Porsche.

“After a decade of presenting these awards, we’ve established that it is necessary to recognize the brands that really excel in terms of retained value, across all their products,” says Brad Rome, President, Canadian Black Book. “That said, our number one priority in presenting these awards, is to help consumers know what models and brands provide the best opportunity to save money in the long term.”

According to J.D. Power’s monthly PIN Automotive Market Metrics report, 54 per cent of auto loans are 84 month terms or longer, with 43 per cent of all car deals involving a trade-in. The really concerning issue is that in 30 per cent of those deals, the vehicles are worth less than what is owed on it. The Retained Value Awards enlighten consumers on the importance of understanding depreciation and the difference it can make on negotiating your next vehicle purchase.

Imagine after four years of owning a vehicle with only 30 per cent retained value, versus one of the better award winning vehicles at 50 per cent, the loss would be $7,000 more in depreciation on a typical $35,000 car. The weaker value retention will not only affect what the current car is worth at the end of the loan, but result in larger payments for the next car as the trade-in will be worth less.

“Depreciation is the single largest expense of owning a vehicle, more than gas, maintenance or insurance. Understanding your vehicle’s retained value is extremely important for anyone researching to buy, sell or trade-in any vehicle,” says Brian Murphy, VP Research and Editorial, Canadian Black Book. “We also recommend that buyers research the future value of their next purchase on canadianblackbook.com to help ensure a positive equity position at the end of their next term.”

The ‘Overall Brand’ awards are decided upon, by taking an average retained value over four years for every vehicle an OEM brand offers, in the three categories. The highest average in each category gets the trophy. From a brand perspective, it is also worth noting that Toyota has come away for the 10th consecutive year as the winningest brand with nine total wins, including its ‘Overall Brand Truck & SUV’ victory.

The 2017 edition of the awards go to those 2013 models (four year old vehicles), which retained the highest percentage of MSRP in the 20 categories. This year has proven to be a record breaking year, with the Toyota FJ Cruiser (Mid-Sized SUV) holding 83 per cent of its original MSRP, the highest percentage of any winning vehicle ever. The Jeep Wrangler (Compact SUV) and the Toyota Tacoma (Small Pick-up) both held 82 per cent, which also broke the previous all-time high of 79 per cent posted last year by the Wrangler. It is the seventh consecutive win for the Wrangler, and the eighth straight for the Tacoma and Toyota Tundra (Full-Size Pick-up).

These record highs are reflected in the overall scope of used vehicle value performance for the year. When Canadian Black Book analyzed their data for this year’s awards, they concluded that on average across the board, wholesale values are up about one per cent from last year, with an average Canadian used vehicle retained value after four years of 50.6 per cent for 2017.

“These new records are truly astonishing achievements, considering the average vehicle today loses around 30 per cent of its value in the first year alone,” says Murphy. “My best advice to consumers is to consider those vehicles that have a history of strong value retention, to minimize the inescapable effects of depreciation on your bottom line,” adds Murphy.

In terms of the categories that depreciate least, in 2017 small pick-ups retained 73 per cent of MSRP over four years, as a group. Full-size Luxury SUVs are next at 60 per cent, then full-size pick-ups at 59 per cent and full-sized SUVs at 58 per cent. “Canadian market demand and US demand for Canadian used trucks and SUVs are driving up their retained and future values. To get the most bang for your buck, it seems trucks and SUVs are currently the best bet,” says Murphy. Sub-compact cars hold the least amount of their value at 37 per cent (according to 2017 Canadian Black Book data).

CanadianBlackBook.com maintains a database of car and truck values dating back to 2002. The website offers three free values calculators - one that allows consumers to look up trade-in values before they head to the dealer, another that shows future values, and a third that shows average asking price. The company is currently working on delivering new consumer research tools.

2017 Canadian Black Book Best Retained Value Award Results:

Overall Brand Awards











Sub-compact Car

Toyota Prius c

Honda Fit

Kia Soul

Compact Car

Subaru XV Crosstrek

Honda Civic

Subaru Impreza

Mid-size Car

Toyota Camry

Honda Accord

Subaru Outback

Full-size Car

Toyota Avalon

Dodge Charger

Chrysler 300

Entry Luxury Car

Volvo XC70

Lexus IS Series

Lexus ES Series

Luxury Car

Audi A7

Audi A5

Lexus GS Series

Premium Luxury Car

Porsche Panamera

Mercedes-Benz CLS-Class

Lexus LS Series

Premium Sports Car

Porsche Boxster

Porsche 911

Nissan GT-R

Sports Car

Dodge Challenger

Audi TT

Ford Mustang

Small Pickup

Toyota Tacoma

Nissan Frontier

Honda Ridgeline

Full-size Pickup

Toyota Tundra

GMC Sierra HD

Chevrolet Avalanche 1500


Honda Odyssey
Toyota Sienna

Nissan Quest

Full-size Van

Mercedes-Benz Sprinter

Nissan NV Van

Ford E Series Van

Compact Commercial Van

Nissan NV200

Ram Cargo Van

Ford Transit Connect

Compact SUV

Jeep Wrangler

Nissan Xterra

Toyota RAV4

Mid-size SUV

Toyota FJ Cruiser

Toyota 4Runner

Toyota Highlander

Full-size SUV

Toyota Sequoia

GMC Yukon XL

Chevrolet Suburban

Compact Luxury SUV

Audi Q5

Mercedes-Benz GLK-Class

Volvo XC60

Mid-size Luxury SUV

Porsche Cayenne

Lexus GX Series

Lexus RX Series

Full-size Luxury SUV

Mercedes-Benz G-Class

Land Rover Range Rover

Lexus LX-Series

Media Contact: Conrad Galambos,905.979.7039, cgalambos@canadianblackbook.com,

Winner Presentation Photos
For high res Winner Presentation Photos taken from the Canadian International Auto Show Media Preview Day please Click Here

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Annual CBB Award Winners - canadianblackbook.com/cbb-awards.html

Reference the ‘Backgrounder – CBB2017 Retained Value Awards.doc’ for more highlights, topics of interest, background and statistics.