Toyota owners have proven themselves the most loyal in the United States for the fourth year in a row.
The 2025 J.D. Power Automotive Brand Loyalty study found that Toyota scored the highest for mass-market car brands yet again.
Almost a third (62 percent) of Toyota owners purchased another car from the same brand, representing a minor decline from 62.5 percent the year before.
J.D. Power notes this loyalty comes amidst trade tariffs adding ‘greater volatility’ to the new car market, as buyers seek out brands with strong reputations.
Toyota and Honda claim the mass market
Honda ranked second for mass-market car loyalty in the 2025 J.D. Power study, with a rate of 55.5 percent.
However, Honda emerged on top when it came to mass-market SUVs, taking the top prize for the second year in a row.
Some 62 percent of Honda SUV owners went back to buy another. Honda was followed by Subaru in second place, with a 60.6 percent loyalty rate.
“Brand loyalty matters to vehicle buyers because it’s often associated with higher residual values, making vehicles from trusted brands a more financially sound choice over time,” said Tyson Jominy, senior vice president of data and analytics at J.D. Power.
Porsche owners remain loyal
In the premium car market, Porsche remained the brand with the greatest owner loyalty for a second year in a row.
The German marque scored 58.2 percent, representing a slight increase from the previous year. Mercedes-Benz remained in second position on 49.7 percent.
For premium SUVs, Lexus kept its position in first place for the second consecutive year, but with a reduced score of 57.4 percent.
With a loyalty rate of 54 percent, BMW again ranked as the second-best brand for premium SUVs.
Average loyalty below 50 percent
In the all-important truck segment, Ford emerged as the top brand for the fourth year in succession.
The Blue Oval’s brand loyalty score of 66.6 percent represented an increase on its 2024 score. Toyota was in second place on 61.2 percent.
Tyson Jominy explained that “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 at 51 percent last year.
“Brand loyalty averages 49 percent across all nameplates and segments in this year’s study.”
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