Repeat customers are great for business. It builds a relationship between buyer and seller, and there are some brands for which buyers can’t get enough of. This year’s JD Power US Automotive Brand Loyalty study reveals the car companies that have a high rate of returning buyers.
The study examined five segments, two premium and three mainstream categories. Porsche ranked above the rest in terms of premium car loyalty. Nearly 60 percent of Porsche buyers returned to the brand. Mercedes-Benz came in second, with almost half of its buyers repurchasing a vehicle from the brand.
For the premium SUV segment, buyers couldn’t get enough of Lexus. The brand held a 57.4 percent loyalty rate compared to BMW, which came in second with 54.0 percent of buyers returning to the German brand.
Mass-market car buyers are devoutly loyal to Toyota, with 62.0 percent of buyers returning to purchase another vehicle, down 0.5 percent. Honda came in second at 55.5 percent, but it was first in scooping up return buyers of the mass market SUV segment at 62.0 percent. Subaru was a very close second with 60.6 percent.
| Segment | First | Second |
| Premium Car | Porsche (58.2%) | Mercedes-Benz (49.7%) |
| Premium SUV | Lexus (57.4%) | BMW (54.0%) |
| Mainstream Car | Toyota (62.0%) | Honda (55.5%) |
| Mainstream SUV | Honda (62.0%) | Subaru (60.6%) |
| Mainstream Truck | Ford (66.6%) | Toyota (61.2%) |
Ford remains the leader in truck loyalty, with the highest loyalty rate in the industry at 66.6 percent, up from 65.1 percent in 2024. Shockingly, it’s not Chevrolet, Ram, or even GMC that came in second place, but Toyota at 61.2 percent, which has also increased this year.
Despite the outliers, overall brand loyalty dipped back below the 50 percent mark this year. Tyson Jominy, senior vice president of data and analytics at JD Power, said:
‘Not only that, but changing market conditions, such as increased availability of models, varying age of products, and more aggressive incentive offers, have also brought brand loyalty back below 50 percent after finishing at 51 percent last year. Brand loyalty averages 49 percent across all nameplates and segments in this year’s study.’
JD Power calculates customer loyalty by determining whether an owner purchased the same brand for a new vehicle. The percentage is based on owners who choose the same brand as their next vehicle. JD based its loyalty rates on transaction data from September 2024 to August 2025.
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