IRVINE, Calif. — Kelley Blue Book announces the results of the latest analysis by Kelley Blue Book Market Intelligence of recent kbb.com Web traffic patterns, including the top five upward-climbing and downward-declining brands in share of market interest for May 2010 when compared to May 2009. Hyundai and Ford showed a significant increase in share of market interest.

Hyundai's share of new-car shopper activity has increased 70 percent from May 2009 to May 2010, and the brand now holds 6 percent of the total new-car shopping activity on kbb.com (up from just 4.6 percent in January 2010). Hyundai's ongoing success largely is due to the popularity of its newly redesigned Sonata and Tucson models, which have seen heavy marketing support and consumer interest since the beginning of the year.

Ford accounts for 10 percent of all new-car shopper activity on kbb.com, and its traffic in May 2010 was fueled by consumer interest in the brand's Super Duty trucks and the popular Mustang, which experienced increased exposure due to Ford's new ad campaign touting the fuel efficiency of the 2011 model. The all-new Fiesta subcompact also significantly contributed to Ford's increase in kbb.com traffic.

Kia's share of new-car shopper activity has increased 38 percent from May 2009 to May 2010, and the brand currently ranks 13th out of 37 on kbb.com. While Kia heavily touts the Soul with its popular “Hamster” ad campaign, traffic to the brand's Sorento and Forte models actually were the key drivers to Kia's upward climb in status for May 2010.

GMC vehicles have seen steadily growing interest since the conclusion of 2009's Cash for Clunkers program, being led by the brand's popular Acadia and Terrain crossover models.

In addition, sales success-story Subaru rounds-out the top five thanks to its balanced lineup and increased shopper interest in the brand's redesigned Outback and Legacy models, along with the popular Forester SUV.