- J.D. Power announced its second-annual ranking of the car companies with the best brand loyalty on Wednesday.
- Subaru, Toyota, and Honda claimed the top three spots, with roughly six in 10 drivers going back to the brands for their next car purchase.
- The worst performer was Fiat, which earned a loyalty rate of just over 10%.
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It’s becoming harder and harder to pry drivers away from their beloved car brands, a new study suggests.
J.D. Power, the consumer-insights and analytics company, has released its second-annual report on brand loyalty in the car industry. The company studied car purchases made between June 2019 and May 2020, and analyzed what percentage of vehicle owners chose the same brand when buying a new car or trading up.
When it came to luxury cars, Lexus snagged the top spot for the second year in a row, with 48% of drivers coming back to the brand. In the mass-market category, some of the brands with the best loyalty rates were Toyota, Honda, Ford, and Kia.
Although the top dogs had loyalty rates of more than 60%, some brands did not fare nearly as well. Fiat was the worst performer, with the study concluding that only around one in 10 Fiat owners returned to the brand for their next purchase.
Keep scrolling to see which 20 brands have the highest loyalty rates among drivers, according to J.D. Power.
20. Acura and Volvo
The study found that 38.3% of Acura and Volvo owners went with the brands again when buying a new car.
19. GMC
The study found that 39% of GMC owners went with the brand again when buying a new car.
18. Land Rover
The study found that 39.6% of Land Rover owners went with the brand again when buying a new car.
17. Mazda
The study found that 40.7% of Mazda owners went with the brand again when buying a new car.
16. Jeep
The study found that 41% of Jeep owners went with the brand again when buying a new car.
15. Volkswagen
The study found that 41.6% of Volkswagen owners went with the brand again when buying a new car.
14. Nissan
The study found that 42.9% of Nissan owners went with the brand again when buying a new car.
13. Audi
The study found that 43.4% of Audi owners went with the brand again when buying a new car.
12. Porsche
The study found that 44.9% of Porsche owners went with the brand again when buying a new car.
11. BMW
The study found that 45.1% of BMW owners went with the brand again when buying a new car.
10. Hyundai
The study found that 47.4% of Hyundai owners went with the brand again when buying a new car.
9. Mercedes-Benz
The study found that 47.8% of Mercedes-Benz owners went with the brand again when buying a new car.
8. Lexus
The study found that 48% of Lexus owners went with the brand again when buying a new car.
7. Chevrolet
The study found that 49.1% of Chevrolet owners went with the brand again when buying a new car.
6. Kia
The study found that 51.3% of Kia owners went with the brand again when buying a new car.
5. Ford
The study found that 54.3% of Ford owners went with the brand again when buying a new car.
4. Ram
The study found that 57.3% of Ram owners went with the brand again when buying a new car.
3. Honda
The study found that 58.7% of Honda owners went with the brand again when buying a new car.
2. Toyota
The study found that 60.3% of Toyota owners went with the brand again when buying a new car.
1. Subaru
The study found that 60.5% of Subaru owners went with the brand again when buying a new car.