The latest Kelley Blue Book Brand Watch study shows Ford has reclaimed the No. 1 spot as the most considered automotive brand overall for new car shoppers. And Ford is back on top in a big way, with a significant lead over second-place Toyota/Chevrolet and third-place Honda. “With enticing products offered in nearly every segment and an emphasis on forward-thinking technology like SYNC® and MyFord Touch™, Ford is dominating the shopping lists of many new car buyers,” said Jack R. Nerad, kbb.com’s executive editorial director and executive market analyst. kbb.com shoppers’ opinions are leading indicators of future new car sales, and the study shows that in the fourth quarter of 2010, durability/reliability, fuel efficiency, driving comfort, and performance and safety ranked as the top five most important factors in their search for a new vehicle