The study, now in its fourth year, uses data from the Power Information Network to calculate whether an owner purchased the same brand after trading in an existing vehicle on a new vehicle. Customer loyalty is based on the percentage of vehicle owners who choose the same brand when trading in or purchasing their next vehicle. Only sales at new-vehicle franchised dealers qualify.
The study was redesigned in 2022 to include brand loyalty across five segments: premium car; premium SUV; mass market car; mass market SUV; and truck.
Highest ranking brands
- Porsche ranks highest among premium car brands with a 57.4% loyalty rate. Genesis (54.6%) ranks second.
- BMW ranks highest among premium SUV brands with a 58.6% loyalty rate. Lexus (56.4%) ranks second.
- Toyota ranks highest among mass market car brands with a 62.2% loyalty rate. Kia (54.1%) ranks second.
- Toyota ranks highest among mass market SUV brands with a 63.6% loyalty rate. Subaru (62.6%) ranks second.
- Ford ranks highest among truck brands with a 63.8% loyalty rate, the highest loyalty rate in the study. Toyota (58.7%) ranks second.
"There are multiple paths to keeping owners loyal, but every winning brand showed a commitment to launching fresh products, excellent processes focused on the vehicle owner, high residual values and offering vehicles with great appeal. And, for the most part, they're all winning with market share" said Tyson Jominy, vice president of data & analytics at J.D. Power.
Source: J.D. Power
