07:54 01-10-2025

Auto brand loyalty hits a record low in 2025: Porsche, Lexus, Toyota and Ford lead

A 2025 study by U.S. consulting firm J.D. Power finds average automotive brand loyalty has slid to a historic low: fewer than half of owners are ready to choose the same make when it’s time to replace their current vehicle.

In the premium segment, Germany’s Porsche remains the most trusted name, holding onto first place with repeat purchases at around 60%. Mercedes-Benz follows with loyalty roughly in line with the industry average — about 50%. The gap hints that a focused brand promise still pays off at the top end.

Among SUVs and crossovers, Lexus leads with about 57.4%. BMW reaches roughly 54%, while Mercedes-Benz posts a similar result — close to 50%.

In the mass market, Toyota retains its long-standing lead with customer satisfaction of around 62%, even if that mark has edged down compared with previous years. Second place goes to Honda at roughly 55.5%, with Subaru close to the market leader at about 60.6%. It’s another signal that consistency and perceived value continue to sway mainstream buyers.

The pickup arena shows the strongest brand devotion. Ford is the clear leader with a repeat-purchase index of 66.6%, followed by Toyota at about 61.2%. For anyone who tracks truck buyers, that level of loyalty comes as no surprise.