Overview: Loyalty Among Auto Buyers in 2025
The annual JD Power survey on auto brand loyalty shows a worrying trend: the overall willingness to repurchase the same brand after ownership has fallen to a historic low—less than 50% of owners say they would buy the same brand again. The downturn spans both premium and mainstream segments, reflecting shifting consumer expectations in a rapidly evolving market.
Premium Segment: Porsche Remains the Gold Standard
In the luxury category, Porsche continues to lead the pack with a repeat-purchase rate near 60%. The German brand’s ability to combine performance, quality, and strong dealer support keeps it at the top. Close behind, Mercedes-Benz sits near the industry average, around 50%, suggesting even the most prestigious brands must work hard to retain owners as new options enter the luxury field.
SUV Focus: Lexus, BMW, Mercedes-Benz
For the SUV cohort, Lexus posts the strongest loyalty at about 57.4%. BMW follows with roughly 54%, while Mercedes-Benz trails a bit closer to 50%. The SUV market shows that practicality and reliability, along with luxury and technology, are critical factors shaping owners’ loyalty decisions.
Mass Market: Toyota Dominates but Faces Evolving Preferences
Among mainstream brands, Toyota remains the leader with loyalty around 62%, demonstrating that durability and value still translate into retention. Honda occupies a solid second place with roughly 55.5%, and Subaru registers about 60.6%, illustrating that mainstream brands can achieve high retention when they consistently meet customer expectations.
What This Means for Brands and Buyers
The 2025 loyalty landscape—often summarized as the Most Loyal Car Brands 2025—offers both caution and opportunity. For automakers, the challenge is clear: preserve the elements that build loyalty (reliability, service quality, resale value) while continuing to innovate and adapt to shifting demands for electrification, connected services, and flexible financing. Brands that excel in the crucial moments after a sale—service experiences, transparent pricing, and easy maintenance options—tend to convert goodwill into long-term loyalty.
Advice for Car Buyers
Readers navigating this loyalty environment should weigh not only sticker price or initial features but also the total cost of ownership and the quality of aftersales support. A brand’s reputation matters, but real-world experiences with dealerships and service centers often tip the balance when deciding whether to stay loyal or cross-shop for the next purchase.
