A new analysis from J.D. Power illuminates which automotive manufacturers have successfully cultivated the most devoted customer bases, even as the industry navigates a period of slightly diminished overall brand loyalty. The study, encompassing various vehicle categories, identifies key players renowned for retaining their buyers through consistent quality and compelling offerings. Understanding these loyalty trends provides valuable insights into consumer preferences and the competitive landscape of the global automotive market.
The study segmented the market into five distinct categories: two for premium vehicles and three for mainstream models. In the premium car sector, Porsche emerged as the frontrunner, with a remarkable nearly 60 percent of its clientele opting to purchase another vehicle from the brand. Following closely, Mercedes-Benz secured the second position, with almost half of its buyers demonstrating continued allegiance. For premium SUVs, Lexus displayed strong loyalty, achieving a 57.4 percent retention rate, surpassing BMW, which registered 54.0 percent of its customers returning.
Within the mass-market segments, Toyota maintained its strong hold on car buyers, with 62.0 percent returning, a slight decrease of 0.5 percent. Honda came in second for mass-market cars at 55.5 percent, but took the lead in the mass-market SUV category with an impressive 62.0 percent loyalty rate, closely followed by Subaru at 60.6 percent. Ford continued its reign in truck loyalty, achieving the highest loyalty rate across the entire industry at 66.6 percent, an increase from the previous year. Surprisingly, Toyota secured the second spot in truck loyalty with 61.2 percent, outperforming traditional truck powerhouses such as Chevrolet and Ram.
Despite these individual brand successes, the study noted an overall dip in brand loyalty across the automotive sector, falling below the 50 percent threshold this year. According to Tyson Jominy, senior vice president of data and analytics at J.D. Power, this decline is attributed to evolving market conditions. Factors such as an increased availability of diverse models, variations in product lifecycles, and more aggressive incentive programs from manufacturers have collectively contributed to this shift. The average brand loyalty across all nameplates and segments in this year's study stood at 49 percent, reflecting a dynamic and challenging environment for customer retention.
J.D. Power's methodology for calculating customer loyalty focuses on whether an owner chooses the same brand for their subsequent vehicle purchase. This percentage is derived from transaction data collected from September 2024 to August 2025, offering a comprehensive snapshot of consumer behavior over the past year. The findings underscore the importance of continuous brand engagement and adaptation to market changes to foster lasting customer relationships.