Brand loyalty has held strong amid affordability challenges and economic volatility this year, averaging 50.2% across all nameplates and segments, up from 49% last year, according to the JD Power 2026 U.S. Automotive Brand Loyalty Study,SM released today. Tariffs and economic uncertainty could have caused major disruption to brand loyalty, but automakers largely absorbed additional costs, and that disruption never happened.
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JD Power 2026 U.S. Automotive Brand Loyalty Study
“In many ways, this was a year of avoided chaos,” said Tyson Jominy, senior vice president of OEM customer success at JD Power. “Many of the leading brands import top-selling models, and if tariff costs were passed through to consumers, loyalty could have suffered. Instead, loyalty is getting stronger. Very few brands ever reach a 60% loyalty rate, yet four of this year’s five highest-ranked brands are in the 60% range, and some segments are closing in on pickup truck loyalty levels, a sector well-known for its exceptional loyalty.”
Highest-Ranking Brands
Porsche ranks highest among premium car brands for a fifth consecutive year, with a 61.3% loyalty rate. BMW (49.3%) ranks second.
Lexus ranks highest among premium SUV brands for a third consecutive year, with a 59.2% loyalty rate. BMW (56.4%) ranks second.
Toyota ranks highest among mass market car brands for a fifth consecutive year, with a 64.8% loyalty rate. Honda (57.5%) ranks second.
Toyota ranks highest among mass market SUV brands, with a 63.8% loyalty rate. Honda (63.0%) ranks second.
Ford ranks highest among truck brands for a fifth consecutive year, with a 66.2% loyalty rate—the highest loyalty rate in the study. Toyota (62.2%) ranks second.
The U.S. Automotive Brand Loyalty Study, now in its eighth year, uses data from the Power Information Network® (PIN) to calculate 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 franchise dealers qualify. The study includes brand loyalty across five segments: premium car; premium SUV; mass market car; mass market SUV; and truck. The U.S. Automotive Brand Loyalty Study gives auto manufacturers critical insights into trends in customer loyalty and brand advocacy to help guide brand development and conquest strategy.
The 2026 study calculations are based on transaction data from September 2025 through August 2026 and include all model years traded in for a new vehicle.
For more information about the U.S. Automotive Brand Loyalty Study, visit https://www.jdpower.com/business/u-s-automotive-brand-loyalty-study/.
About JD Power
JD Power is a proven leader in business-critical data and intelligence to drive auto-related decisions with confidence and clarity. By leveraging unmatched proprietary data, advanced analytics and deep industry expertise, JD Power fuels original equipment manufacturers, retailers, lenders, insurers and partners to enhance their performance.
Since 1968, JD Power has delivered incisive guidance and intelligence about customer interactions with brands and products. To learn more about the company’s business offerings, visit JDPower.com.
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