Porsche, Lexus, Toyota, and Ford Excel in JD Power Automotive Brand Loyalty Study
Key Highlights:
- Overall Brand Loyalty: Increased to 50.2%, up from 49% last year.
- Market Resilience: Brand loyalty improved despite economic challenges.
- Segment Leaders: Four brands achieved loyalty rates exceeding 60%.
TROY, Mich., October 6, 2026 — The latest JD Power U.S. Automotive Brand Loyalty Study reveals that brand loyalty remains robust, averaging 50.2% across all categories. This is up from 49% last year, indicating a strong tendency for consumers to stay loyal to their car brands even amid economic uncertainties.
“This was a year of avoided chaos,” stated Tyson Jominy, Senior VP of OEM Customer Success at JD Power. “Many leading brands import top-selling models, and despite potential tariff costs, loyalty is getting stronger.”
Highest-Ranking Brands
- Porsche: 61.3% (Top among premium car brands)
- Lexus: 59.2% (Top among premium SUV brands)
- Toyota: 64.8% (Top among mass market car brands)
- Honda: 57.5% (Second to Toyota in mass market car category)
- Ford: 66.2% (Highest loyalty rate among truck brands)
Toyota also leads in loyalty for mass market SUVs at 63.8%.
Study Overview
The U.S. Automotive Brand Loyalty Study, now in its eighth year, analyzes customer behavior regarding brand retention during vehicle purchases. The study includes five segments: premium car, premium SUV, mass market car, mass market SUV, and truck.
For further insights, visit the JD Power Automotive Brand Loyalty Study.
Contact Information
- Joe LaMuraglia: 714-621-6224 | media.relations@jdpa.com
- John Roderick: 631-584-2200 | john@jroderick.com
For more details, view the source version on Business Wire.
