Automotive Brand Loyalty Strengthens as Affordability and Economic Pressures Mount
Key Findings from JD Power’s 2026 U.S. Automotive Brand Loyalty Study:
- Overall Brand Loyalty: Rises to 50.2%, up from 49% last year.
- Economic Resilience: Brand loyalty is improving despite ongoing economic challenges.
- High Loyalty Segments: Four brands surpass 60% loyalty rates.
Brand loyalty in the automotive sector has remained robust this year, with an average of 50.2% across all nameplates and segments. This marks a slight increase from the previous year, as per the JD Power 2026 U.S. Automotive Brand Loyalty Study. Despite potential disruptions from tariffs and economic uncertainty, automakers managed to mitigate these challenges, keeping loyalty strong.
Notable Brands and Their Rankings
- Porsche:
- Highest among premium car brands (61.3% loyalty)
- Lexus:
- Highest among premium SUV brands (59.2% loyalty)
- Toyota:
- Leads among mass market car (64.8% loyalty) and mass market SUV brands (63.8% loyalty)
- Ford:
- Top truck brand (66.2% loyalty)—the highest loyalty rate across all sectors.
Insights from Experts
Tyson Jominy, senior vice president of OEM customer success at JD Power, remarked on the year’s “avoided chaos,” emphasizing how leading brands successfully navigated tariff impacts that might have hurt customer loyalty. Four of this year’s top brands were able to achieve loyalty rates over 60%, a significant achievement given historical benchmarks.
Study Details
The U.S. Automotive Brand Loyalty Study, now in its eighth year, analyzes transaction data from September 2025 through August 2026. It assesses brand loyalty by measuring the percentage of vehicle owners who choose the same brand for their next vehicle after trading in or purchasing a new one. This study serves as a vital tool for auto manufacturers to understand customer loyalty trends and guide brand strategies.
For more information, visit the full study at JD Power’s Official Site.
Contact for Media Inquiries:
- Joe LaMuraglia, JD Power, 714-621-6224, media.relations@jdpa.com
- John Roderick, 631-584-2200, john@jroderick.com
For further reading, view the source: Business Wire Release.
