Subaru, Toyota, Porsche hold their value best of all brands

2017 Canadian Black Book Retained Value Awards separate the best from the rest

Published: February 14, 2017, 6:30 AM
Updated: November 21, 2021, 3:19 PM

- 2017 CBB Best Retained Value Award Winner

TORONTO, ON – Consumers shopping for a new vehicle are motivated to choose a particular brand and model by a host of reasons – safety, styling, fuel efficiency and affordability to name a few factors.

Seldom, however, do buyers think about how much that vehicle will be worth years down the road. Only when the reality of its depreciated value at trade-in time sinks in does this factor become relevant – and it’s often a shock to the owner.

For a decade, Canadian Black Book (CBB) has been trying to help consumers make more informed choices that won’t leave them needing a cardiac defibrillator when they’re about to deal in the old family ride.

CBB, which has been the automotive industry source for vehicle values in Canada for more than 55 years, introduced its Best Retained Value Awards in 2007 to help consumers by recognizing the products that retained the highest percentage of their original list price after four years.

CBB president Brad Rome says the 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.”

The Retained Value Awards enlighten consumers on the importance of understanding depreciation and the difference it can make on negotiating their next vehicle purchase.

With 54% of auto loans now stretching 84 months or longer and 43% of all vehicle deals involving a trade-in (according to J.D. Power’s monthly PIN Automotive Market Metrics report), a vehicle’s retained value is becoming even more important.

The problem is that in 30% of those deals, the trade-in vehicle is worth less than what’s owed on it – it’s “upside down” in the industry vernacular. A 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,” says Brian Murphy, CBB’s vice-president of research and editorial. “Understanding your vehicle’s retained value is extremely important for anyone researching to buy, sell or trade in any vehicle.”

The 2017 awards program analyzed 2013 model year cars and trucks in 20 categories, with the results to be announced during the Canadian International Autoshow’s Media Preview Day in Toronto.

To celebrate its 10th anniversary, CBB also introduced overall brand awards, which calculate the average retained value across each manufacturer’s product lines, in three categories.

The overall winner in the car category was Subaru; the top truck/SUV manufacturer was Toyota and Porsche was named the luxury category winner.

Here are the 2017 Canadian Black Book Best Retained Value Award winners, along with the second- and third-place finishers:


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

Chevy Avalanche 1500

Minivan (tie):

Honda Odyssey/Toyota Sienna

               Nissan Quest

Full-size Van:

Mercedes-Benz Sprinter

Nissan NV Van

Ford E Series Van

Compact Commercial Van :

Nissan NV200

Dodge 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

Other notable facts revealed at this this year’s CBB Best Retained Value Awards:

  • Average wholesale values across all brands/models are up about one per cent from last year, with an average retained value after four years of 50.6%.
  • Sub-compact cars hold the least retained value of any category at 37%.
  • With Toyota’s 18 mentions (first, second or third) plus six for Nissan, five for Honda and Subaru’s three mentions, Japanese manufacturers are well ahead in retained values with 32 total mentions, compared to their 27 mentions in 2016. European manufacturers have 15, North American have 12 and Korea has one.
  • Looking at wins by region, Japanese manufacturers lead the way with 11 first-place finishes, up two from last year, followed by Europe with eight wins, improving its performance last year by one, and North American brands with two wins, down from four in 2016.
  • Toyota now has nine wins, including the overall brand award, and 18 honourable mentions, leading the way for the 10th year. The brand also swept the mid-size SUV category again this year.
  • The Toyota FJ Cruiser set an all-time record for highest ever retained value at 83%, followed by the Toyota Tacoma and Jeep Wrangler, both at 82%.
  • The Wrangler took first place for the seventh consecutive year in the compact SUV category.
  • With the Honda Odyssey sharing first place with the Toyota Sienna in the minivan category, it marks the seventh win in eight years for the Odyssey.
  • Porsche exceeded last year’s count by winning four awards including its overall brand honour in the luxury category.
  •  Toyota’s wins in the small pickup (Tacoma) and full-size pickup (Tundra) classes extend its run in both categories for the eighth straight year.
  •  The Toyota Prius c, which retained 55% of MSRP since 2013, unseated the Honda Fit in the sub-compact car category after it had earned five consecutive wins.
  •  The Mercedes-Benz Sprinter is back on top after last year’s second-place finish, giving it seven wins in the last eight years in the full-sized van class.
  • The sports car category was again dominated by North American manufacturers, with the Dodge Challenger finishing first in the sports car category for the seventh straight year. The Ford Mustang, which won the category last year, was third, with the Audi TT placing second.