Drivers in 2024 Are the Most Loyal to These 8 Car Brands

Published on October 11, 2024 in News by Guillaume Rivard

While it may seem like today’s drivers are not as loyal to a brand as they used to be, perennial brand loyalty leaders including Toyota, Honda and Lexus have each been able to grow their respective shares amid stagnation experienced by other car brands.

That’s according to J.D. Power’s 2024 U.S. Automotive Brand Loyalty Study, which is based on transaction data from September 2023 through August 2024 and include all model years traded in.

The study, now in its sixth year, calculates whether an owner purchased the same brand after trading in an existing vehicle on a new vehicle. Customer loyalty is based on the percentage of vehicle owners who choose the same brand when trading in or purchasing their next vehicle. Only sales at new-vehicle franchised dealers qualify.

“Amid ongoing inventory shortages, the most loyal customers actually stayed out of the market if they were unable to get their desired vehicle,” said Tyson Jominy, vice president of data and analytics at J.D. Power. “Now that inventory levels are recovering, customers are coming back. In particular, Toyota and Honda are benefitting from increased availability of hybrid vehicles, with Honda owners swapping out their gas-powered vehicles for hybrids at nearly triple the rate of the industry average. Lexus is also benefitting from strengthened residual values, which are helping drive loyalty for the brand despite premium brands as a whole experiencing a plateau this year.”

Scroll down to find out the highest-ranking brands in a variety of vehicle segments. Keep in mind that this is a U.S. study, but the results are likely similar in Canada.