J.D. Power: Porsche and Others Hold Strong As Buyers' Brand Loyalty Wavers
Brand loyalty has taken a hit as tariffs have made some vehicles more expensive, driving buyers to other makes, but some automakers have held strong with customers. J.D. Power’s 2025 U.S. Automotive Brand Loyalty Study found that automakers that listen to their customers’ wants and needs are best positioned to maintain loyalty and grow their base.
J.D. Power’s senior VP of data and analytics, Tyson Jominy, said, “Brand loyalty matter to vehicle buyers because it’s often associated with higher residual values, making vehicles from trusted brands a more financially sound choice over time. However, buyer loyalty tends to weaken when shifting to a different vehicle segment. 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 51 percent last year. Brand loyalty averages 49 percent across all nameplates and segments in this year’s study.”
While loyalty has fallen slightly since last year’s study, some brands held strong with buyers. Porsche was the top premium car brand with a 58.2 percent loyalty rate, followed by Mercedes-Benz with a 49.7 percent rate. Lexus ranked highest in the premium SUV segment, with BMW a close second.
On the mass-market side, Toyota led the charge for cars, while Honda was top with SUVs. Subaru was very close to Honda’s score for SUVs, only lagging by 1.6% loyalty. Ford was the top truck brand, followed closely by Toyota.
[Images: Porsche, Toyota, Honda]
Become a TTAC insider. Get the latest news, features, TTAC takes, and everything else that gets to the truth about cars first by subscribing to our newsletter.
Chris grew up in, under, and around cars, but took the long way around to becoming an automotive writer. After a career in technology consulting and a trip through business school, Chris began writing about the automotive industry as a way to reconnect with his passion and get behind the wheel of a new car every week. He focuses on taking complex industry stories and making them digestible by any reader. Just don’t expect him to stay away from high-mileage Porsches.
More by Chris Teague
Comments
Join the conversation
Not hard to figure out why. Cars are expensive. So, a large percentage of the market will simply be purchasing based on what meets needs based on what they can afford in the moment. People can easily leave loyalties aside when their dollars are in short supply. Whethere it is price or payment or trade in or whatever other factor is happening at the moment of the transaction. Brand loyaly can fall way down on the list of priorities. It's no wonder Porsche is #1 here. Benz #2.
Ever drive a Porsche cayman S? The cars speak beautifully for themselves. And a used Cayman that is in the USA does not have tariff’s that you have to contend with. Step on the gas and hold on to your a_ _. They come is a great yellow color which completes the package.