The JD Power 2026 U.S. Automotive Brand Loyalty Study reveals strong brand loyalty in the automotive industry, with an average loyalty rate of 50.2%, up from 49% the previous year. Despite economic challenges, brands have managed to maintain their loyal customer base. Key findings include:
Highest-Ranking Brands:
- Porsche: 61.3% loyalty (Premium Car)
- Lexus: 59.2% loyalty (Premium SUV)
- Toyota:
- 64.8% loyalty (Mass Market Car)
- 63.8% loyalty (Mass Market SUV)
- Ford: 66.2% loyalty (Truck), the highest overall.
The study calculated loyalty based on the percentage of owners who repurchase the same brand when trading in their vehicles. This research helps manufacturers understand customer trends and improve brand strategies.
For more details, you can visit JD Power’s Automotive Brand Loyalty Study.
