These are the car brands with the most loyal customers

J.D. who?

J.D. Power is a famous American research firm that annually surveys customer satisfaction and brand loyalty in the American automotive world. The company looks at which car brands are best at retaining their customers. It looks specifically at the percentage of people who choose the same brand again when buying a new car.

Toyota continues to rule the masses

For the fourth time in a row, Toyota tops mass-market brands. A whopping 62 percent of Toyota drivers in America bought a Toyota again in 2025 . While that is down slightly from last year (62.5 percent), it is still well above the market average.

According to J.D. Power, that has a lot to do with reputation. At a time when trade tariffs and price differentials are unsettling the American automotive landscape, consumers prefer to choose certainty. That means: brands they know, are satisfied with and whose resale value remains high.

Honda scores with SUV drivers

Honda finished second among passenger cars, but did take the top prize in the SUV segment. For the second year in a row, the Japanese manufacturer proved to have the strongest loyalty among SUV buyers: 62 percent of Honda SUV owners chose a Honda again. Models such as the CR-V, HR-V and Pilot are doing extremely well in America. A big contrast with Europe – and the Netherlands in particular – as Honda still represents very little here.

Porsche, Lexus and Ford also score

Among luxury brands, Porsche has the most loyal customers. Over 58 percent of owners re-entered a car from the German brand. They take the lead for the fourth year in a row. Mercedes-Benz follows with almost 50 percent. In the luxury SUV category, Lexus remains number one, with a loyalty of 57.4 percent, followed by BMW with 54 percent. And among pickup trucks? There, for years, Ford has been the brand with the most loyal customers. The American truck maker recorded an impressive 66.6 percent, giving the brand the highest score of all categories. Toyota was second there with 61.2 percent.

Average loyalty drops

Still, it is not all good news for automakers operating in America. Across the board, brand loyalty fell slightly, from 51 percent to 49 percent. According to J.D. Power, this is due to the growing number of models, aggressive discounts and the fact that more and more people are switching to a different type of car – for example, from a sedan to an SUV, or from a gasoline-powered car to an electric.

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