J.D. Power 2025: US brand loyalty dips to 49% as rates rise
2025 J.D. Power U.S. brand loyalty: Ford sets pickup record; Porsche, Lexus, Toyota and Honda lead
J.D. Power 2025: US brand loyalty dips to 49% as rates rise
J.D. Power's 2025 U.S. Brand Loyalty Study shows loyalty down to 49% amid higher rates and fierce competition. Leaders: Ford, Toyota, Honda, Porsche, Lexus.
2025-09-24T16:34:13+03:00
2025-09-24T16:34:13+03:00
2025-09-24T16:34:13+03:00
J.D. Power’s 2025 U.S. Automotive Brand Loyalty Study finds that rates and fierce competition have noticeably reshaped how Americans shop for new cars. On average, brand loyalty in the U.S. slipped to 49%, compared with 51% a year earlier.Analysts note that trust in a marque is closely tied to a vehicle’s residual value, yet many customers defect to rivals when they move into a different segment. Broader lineups, the age of current models, and aggressive manufacturer promotions also steer the outcome. In real-world shopping, badges tend to matter less when buyers change categories, while timely offers and model freshness often tip the scales.Despite the overall decline, several brands continue to keep their owners in the fold. Among premium marques, Porsche leads in passenger cars (58.2%), while Lexus tops SUVs (57.4%). In the mass-market arena, Toyota ranks first for cars (62.0%), and Honda leads crossovers and SUVs (62.0%). The outright leader remains Ford: pickup loyalty reached a record 66.6%.The study covers the period from September 2024 through August 2025 and draws on trade-in and new-vehicle purchase data from official dealer networks.
J.D. Power, 2025 U.S. Automotive Brand Loyalty Study, brand loyalty 49%, US auto market, Ford pickup loyalty, Toyota, Honda, Porsche, Lexus, residual value, interest rates, promotions, trade-in data
2025
Michael Powers
news
2025 J.D. Power U.S. brand loyalty: Ford sets pickup record; Porsche, Lexus, Toyota and Honda lead
J.D. Power's 2025 U.S. Brand Loyalty Study shows loyalty down to 49% amid higher rates and fierce competition. Leaders: Ford, Toyota, Honda, Porsche, Lexus.
Michael Powers, Editor
J.D. Power’s 2025 U.S. Automotive Brand Loyalty Study finds that rates and fierce competition have noticeably reshaped how Americans shop for new cars. On average, brand loyalty in the U.S. slipped to 49%, compared with 51% a year earlier.
Analysts note that trust in a marque is closely tied to a vehicle’s residual value, yet many customers defect to rivals when they move into a different segment. Broader lineups, the age of current models, and aggressive manufacturer promotions also steer the outcome. In real-world shopping, badges tend to matter less when buyers change categories, while timely offers and model freshness often tip the scales.
Despite the overall decline, several brands continue to keep their owners in the fold. Among premium marques, Porsche leads in passenger cars (58.2%), while Lexus tops SUVs (57.4%). In the mass-market arena, Toyota ranks first for cars (62.0%), and Honda leads crossovers and SUVs (62.0%). The outright leader remains Ford: pickup loyalty reached a record 66.6%.
The study covers the period from September 2024 through August 2025 and draws on trade-in and new-vehicle purchase data from official dealer networks.
