These Car Brands Have the Most Loyal Customers in 2025
Changing market conditions such as increased availability of models and more aggressive incentive offers, not to mention the recently imposed tariffs, have altered new-vehicle shoppers’ perceptions and habits. However, according to J.D. Power’s 2025 U.S. Automotive Brand Loyalty Study, automakers with strong reputations and those that consistently deliver vehicles aligned with evolving expectations and needs continue to retain loyal customers.
“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.
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On the other hand, he cautioned, buyer loyalty tends to weaken when shifting to a different vehicle segment. As a matter of fact, loyalty across all nameplates and segments has fallen back below 50% and now averages 49%.
J.D. Power’s study determines brand loyalty based on the percentage of vehicle owners who choose the same brand when trading in or purchasing their next vehicle. This year, calculations are based on transaction data from September 2024 through August 2025 and include all model years traded in for a new vehicle.
Although this is a U.S. study, it's reasonable to believe that the results in Canada differ only slightly. Without further ado, here are the brands with the most loyal customers in 2025:
Premium Cars – Porsche, 58.2 percent loyalty rate
Mercedes-Benz (49.7 percent) ranks second.
Premium SUVs – Lexus, 57.4 percent loyalty rate
BMW (55 percent) ranks second.
Mass-Market Cars – Toyota, 62 percent loyalty rate
Honda (55.5 percent) ranks second.
Mass-Market SUVs – Honda, 62 percent loyalty rate
Subaru (60.6 percent) ranks second.
Trucks – Ford, 66.6 percent loyalty rate (highest overall)
Toyota (61.2 percent) ranks second.