Automotive Brand Loyalty Grows Amid Rising Costs and Economic Challenges

Here’s a summary of the key points from the JD Power Automotive Brand Loyalty Study:

Key Findings from the JD Power 2026 U.S. Automotive Brand Loyalty Study

1. Overall Brand Loyalty:

   • Brand loyalty has increased to 50.2% from 49% last year.
   • This rise indicates resilience against economic challenges.

2. Market Trends:

   • Brand loyalty improved despite tariff-related costs and economic volatility.
   • Four out of five highest-ranked brands have loyalty rates exceeding 60%, a noteworthy achievement.

3. Top Brands:

   • Porsche: Highest among premium brands with 61.3% loyalty.
   • Lexus: Ranks highest among premium SUVs at 59.2%.
   • Toyota: Leads in mass market cars at 64.8% and mass market SUVs at 63.8%.
   • Ford: Highest loyalty among truck brands with 66.2%, the highest overall.

4. Study Overview:

   • Uses data from the Power Information Network® (PIN) to measure loyalty based on repeat purchases.
   • Analyzes five segments: premium car, premium SUV, mass market car, mass market SUV, and truck.

5. Expert Insight:

   • Tyson Jominy, a senior VP at JD Power, noted that many leading brands avoided potential loyalty dips despite economic pressures.

6. Additional Information:

   • The study reflects transaction data from September 2025 through August 2026 and includes all model years traded in.

For further details, refer to the full study on JD Power’s official site.

This summary encapsulates the highlights of the study, emphasizing brand loyalty trends and leading automotive brands.