2025 Loyalty Snapshot: The Big Takeaways
New data from JD Power shows a notable drop in overall automotive loyalty, with less than half of owners willing to repurchase the same brand after finishing the life of their current vehicle. The trend underscores a tougher, more competitive landscape for automakers and a clear signal that in 2025, loyalty is earned through more than just a strong initial product.
While the picture varies by segment, the takeaway is consistent: buyers are weighing value, reliability, and the total ownership experience more than ever before. Brands that invest in quality, service, and ongoing engagement tend to convert one-time buyers into long-term loyal customers, even as the overall share of owners who would buy the same brand again remains historically low.
Premium brands: who still wins repeat business
In the premium segment, Porsche remains the standout with repeat purchases around 60%, keeping its edge on luxury rivals. Mercedes‑Benz sits near the industry average—roughly 50%—while other luxury makers hover in the mid-40s to mid-50s, reflecting a nuanced battle for long-term loyalty among high-end brands. The data also signals that customer expectations—ranging from ride quality to aftersales service—play a decisive role in whether a luxury badge earns a second look from owners.
SUVs and crossovers: leaders in a crowded field
The SUV category shows strong affiliation for certain brands. Lexus leads this segment with a loyalty rate of about 57.4%, underscoring the model lineup’s appeal in reliability and premium practicality. BMW follows with roughly 54%, indicating solid retention among performance-oriented buyers. Mercedes‑Benz again sits near 50%, highlighting the ongoing challenge premium brands face in maintaining loyalty across diverse SUV choices and updated model cycles.
Mass-market brands: the traditional leaders endure
Among mainstream manufacturers, Toyota continues to set the standard with loyalty around 62%. Subaru’s performance is notable as well, hovering near 60.6% and signaling strength in durability and all‑season appeal. Honda sits around 55.5%, reflecting steady retention but with room for growth in a highly competitive price-to-value segment. These figures illustrate that even in a crowded mass market, long-term ownership incentives—such as resale value, reliability, and practical features—remain crucial for turning first buyers into repeat customers.
What these numbers mean for buyers and brands
For buyers, the JD Power 2025 results emphasize that choosing a car is increasingly about long-term value and total ownership experience, not just the latest features or initial price. Buyers are weighing maintenance costs, warranty coverage, and the likelihood of a favorable resale value when considering a repurchase decision.
For brands, the implications are clear. Loyalty is earned through a holistic strategy that blends product quality with service excellence and transparent ownership terms. Successful automakers are leveraging extended warranties, proactive maintenance programs, and loyalty incentives to nurture enduring relationships with customers. Those efforts can translate into steadier demand even when overall loyalty metrics lag behind historic highs.
Looking ahead: trends to watch
As the mobility landscape evolves—with electrification, connected services, and evolving ownership models—the loyalty equation will continue to shift. Brands that align their product development with a compelling ownership experience—emphasizing reliability, charging convenience, resale value, and personalized customer care—are more likely to convert a one-time buyer into a multi‑cycle, brand‑loyal customer in the years ahead.
