Drivers Are Most Loyal to These 8 Car Brands

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A couple who love their car
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Car buyers are showing less loyalty to specific brands as new-vehicle inventory levels return to pre-pandemic norms, according to J.D. Power’s latest annual U.S. Automotive Brand Loyalty Study.

Shoppers who now have more choices are willing to look for something different in a new car, the study found. However, some brands are bucking the trend and are continuing to perform well and retain customers.

In a summary of the findings, Tyson Jominy, vice president of data and analytics at J.D. Power, says:

“When vehicles deliver an experience that meets owner expectations, such as by offering superb build quality, owners are likely to reward brands with their loyalty.”

J.D. Power examined data from the Power Information Network to determine whether an owner purchased the same brand when trading in an existing vehicle. It then ranked brands for customer loyalty based on the percentage of vehicle owners who chose the same brand when buying their next vehicle.

Three brands — Toyota, Ford and Porsche — topped their categories for the second consecutive year. The brands that generate the most loyalty are:

Mass-market car brands

  • Toyota: 60% loyalty rate
  • Honda: 55%

Mass-market SUV brands

  • Subaru: 61.1%
  • Toyota: 60.5%

Premium car brands

  • Porsche: 56.8%
  • Mercedes-Benz: 50.5%

Premium SUV brands

  • Volvo: 56.5
  • BMW: 56.1%

Truck brands

  • Ford: 64.6%
  • Toyota: 60.4%

The study was based on transaction data from September 2022 through August 2023. It includes all model years traded in during that time.

How to save on your next car

Buying a car is not cheap, but a little extra knowledge can help you save on your next purchase.

For example, today’s cars are built to last for 200,000 miles or more. So, don’t be afraid to purchase a car with mileage exceeding five digits. As we wrote in “8 Tips for Buying Your Next Car for Less“:

“For many models, the price starts dropping through the floor once the mileage goes north of 100,000. By saying no to these high-mileage cars, you’re rejecting a lot of good deals.”

For more on saving, check out This Hidden Car Cost Now Runs $4,538 a Year.”

When saving for a short-term purchase — such as a car — it typically makes sense to park your money in a savings account. So stop by Money Talks News’ Solutions Center to find a savings account with the best interest rate.

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