Whereas tariffs have launched better volatility into new-vehicle purchasing habits, manufacturers with robust reputations—akin to Toyota and Honda—proceed to retain loyal clients, in keeping with the J.D. Energy 2025 U.S. Automotive Model Loyalty Examine,SM launched right now. Within the present aggressive panorama, automakers that constantly ship automobiles aligned with evolving buyer expectations and desires are greatest positioned to keep up and develop their loyal base.
“Model loyalty issues to automobile consumers as a result of it’s typically related to increased residual values, making automobiles from trusted manufacturers a extra financially sound alternative over time,” mentioned Tyson Jominy, senior vice chairman of information & analytics at J.D. Energy. “Nonetheless, purchaser loyalty tends to weaken when shifting to a distinct automobile section. Not solely that, however altering market situations, akin to elevated availability of fashions, various age of merchandise and extra aggressive incentive affords, have additionally introduced model loyalty again beneath 50% after ending at 51% final 12 months. Model loyalty averages 49% throughout all nameplates and segments on this 12 months’s research.”
Highest-Rating Manufacturers
Porsche ranks highest amongst premium automotive manufacturers for a fourth consecutive 12 months, with a 58.2% loyalty fee. Mercedes-Benz (49.7%) ranks second.
Lexus ranks highest amongst premium SUV manufacturers for a second consecutive 12 months, with a 57.4% loyalty fee. BMW (54.0%) ranks second.
Toyota ranks highest amongst mass market automotive manufacturers for a fourth consecutive 12 months, with a 62.0% loyalty fee. Honda (55.5%) ranks second.
Honda ranks highest amongst mass market SUV manufacturers for a second consecutive 12 months, with a 62.0% loyalty fee. Subaru (60.6%) ranks second.
Ford ranks highest amongst truck manufacturers for a fourth consecutive 12 months, with a 66.6% loyalty fee—the best loyalty fee within the research. Toyota (61.2%) ranks second.
The U.S. Automotive Model Loyalty Examine, now in its seventh 12 months, makes use of information from the Energy Data Community® (PIN) to calculate whether or not an proprietor bought the identical model after buying and selling in an present automobile on a brand new automobile. Buyer loyalty is predicated on the share of car homeowners who select the identical model when buying and selling in or buying their subsequent automobile. Solely gross sales at new-vehicle franchise sellers qualify. The research consists of model loyalty throughout 5 segments: premium automotive; premium SUV; mass market automotive; mass market SUV; and truck.
The 2025 research calculations are based mostly on transaction information from September 2024 via August 2025 and embrace all mannequin years traded in for a brand new automobile.
For extra details about the U.S. Automotive Model Loyalty Examine, go to https://www.jdpower.com/enterprise/us-automotive-brand-loyalty-study.
SOURCE: J.D. Energy
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