Increasingly, American drivers aren’t leaving their familiar brand for something new. Even amid tariffs, budget constraints and shifts in the market, consumers are sticking closer to home and the automakers they’ve been buying from all along. Automaker brand loyalty hit 50.2% in 2026, according to Kelley Blue Book, up from 49% last year. And some large automakers even took the tariffs on themselves rather than throwing the price of their vehicles to the consumer.

New U.S. Automotive Brand Loyalty Study US automotive loyalty is across so many segments. Leading premium vehicles in terms of loyalty are Porsche, Lexus, Infiniti and Acura. Leading premium SUV vehicle loyalty are Lexus, Acura and Volvo, and a number of traditional automakers from Toyota and Honda to Lincoln, Kia and Hyundai are strong in mass market vehicles. And Ford continues to be a very loyal player in the incredibly loyal truck segment. So what is working in keeping customers in familiar brands and what automakers are making the strongest customer connections? Here are a few pointers.

1. Automotive Brand Loyalty Strengthens Despite Economic Pressure

The auto industry in the US has remained resilient as consumers continue to purchase the familiar brands they know and trust. Overall brand loyalty among new-car buyers increased to an average 50.2% for all nameplate and segment combinations, up from 49% in 2018. This follows significant headwinds for the automotive industry, including tariffs, affordability, and possible dislocation, where many in the auto industry thought that the cost of international trade would put upward pressure on everyday auto consumers. Consumer sentiment was that the tariffs would lead to relatively high international trade costs that would put upward pressure on the cost of a new car, forcing regular consumers to pay higher prices when purchasing an automobile, like an increased price of a pay-TV bundle. Instead, the US’s major car brands choose to handle the additional tariffs internally rather than having the higher tariff additional taxes directly from the dealer, effectively alleviating the price increase pressure.

What Kept Buyers Loyal:

• Overall loyalty reached 50.2%
• Previous rate stood at 49%
• Automakers absorbed tariff expenses
• Retail pricing remained more stable
• Major brand switching stayed limited

What it all added up to, Tyson Jominy, senior vice president of OEM customer success at JD Power, said was a year of “avoided chaos.” For the most popular models in the industry, the imported brands, those costs had to be passed on to consumers, and that risks losing loyalty. Instead, the 10th Consecutive Year of Increased Loyalty Last year saw a reduction in loyalty, but the total improved again to 50.2%. “Very few brands achieve 60 percent loyalty,” Jominy said, “and four of the five highest-rated brands in this year’s study hovered at that mark. Some segments, such as the truck segment, even approached loyalty levels that we once saw exclusively in pickup trucks. This performance speaks to the strength of the customer-vehicle relationship and the importance of quality, driving experience and future value to encourage consumers to remain with the same brand.

2. How the Automotive Loyalty Study Measures Customer Retention

Measurement of Loyalty For the purpose of the US Automotive Brand Loyalty Study, the measure of loyalty is whether a vehicle owner purchased or leased the same brand as the vehicle that was traded in. It covers actual buying/leasing behavior through new-vehicle franchise dealerships and takes into account trades across all model years, not just current-year trades. The 2026 study analyzes transaction data from September 2025 through August 2026, with the previous 2025 study analyzing transactions from September 2024 through August 2025 enabling a comparison of changes in loyalty from one period to the next. Within each of these segments, consumers tend to purchase vehicles from five major segments (premium car, premium SUV, mass market car, mass market SUV and truck) for an inside look at the differences in consumer retention.

Inside The Loyalty Measurement:

• Real transaction data drives results
• Trade-ins across model years
• New franchise dealerships included
• Five major segments analysed
• Multi-year trends are compared

The study offers manufacturers valuable insight into brand advocacy, customer retention and conquest strategies. Instead of asking consumers if they like a brand, the study follows what they actually do when shopping for new vehicles, making the results especially relevant to real world purchasing behaviour. The Power Information Network delivers the transaction intelligence behind the analysis, supplying analysts with dealership activity within franchise systems across the United States. This information can be used to show which customers stay loyal and which customers switch to competing brands. Manufacturers are able to identify strong and weak points in their vehicle lineups, as well as areas for potential improved retention. The results can also show marketing teams which other owner groups may be more receptive to conquest offers. Transaction-based loyalty analysis is thus an important strategic resource for automotive manufacturers operating within a competitive marketplace.

3. Porsche Leads Premium Cars With Stronger Loyalty

The premium car category continues to exemplify how success can be built on performance, engineering, excitement, driving pleasure and prestige. Premium car drivers seek a combination of cutting-edge technology along with luxury comfort and an enjoyable driving experience. Porsche strengthened its leadership position in the premium car category for a fifth year in a row with a loyalty rate of 61.3%, up significantly from 58.2% in the 2025 study. The brand had also ranked first in the premium segment for four years running in the 2025 study. Not only can this be attributed to the high level of driving pleasure associated with the brand but also to the brand’s ability to sustain strong customer passion for it. Demand for premium vehicles is high, with buyers being highly selective, so strong retention is crucial.

Premium Car Leaders:

• Porsche reached 61.3% loyalty
• Fifth consecutive year leading
• Previous rate reached 58.2%
• BMW ranked second overall
• BMW recorded 49.3% loyalty

BMW beats Mercedes-Benz in the premium car brand category The BMW brand achieved a 49.3% loyalty rate in the 2026 study, landing the marque in second position of the premium car brands. Last year, it was Mercedes-Benz in second place with a 49.7% loyalty rate. The change at the top of the premium brands sector demonstrates the fierce competition that remains within this segment, with carmakers constantly working to improve their offerings and customer service to keep upscale car owners on side. With so many choices available to premium customers, loyalty to a specific brand offers real business benefits. Porsche moved up from 58.2% to 61.3% in the segment in 2026, showing how loyalty can be built through emotional engagement and consistent product quality. Meanwhile, BMW achieved a 49.3% result. This highlights the durability of strong loyalty within the luxury car market.

4. Lexus Continues Leading Premium SUV Loyalty

The premium SUV segment offers a mix of luxury, comfort, family utility, technology and daily practicality. Buyers in this segment expect premium styling but also desire dependability and practical features for everyday driving. Lexus ranked highest in the premium SUV segment in the 2026 study for the third straight year and scored a loyalty rate of 59.2%, up from 57.4% in the 2025 study (which ranked highest among premium SUV brands for a second consecutive year). The brand also ranked highest in the premium SUV segment in the 2025 study. This trend demonstrates how “luxury” consumers remain loyal when there is a consistent investment in customer treatment, reliability and the total ownership experience. It also reveals that owners in this segment seek a combination of premium luxury and everyday dependability.

Premium SUV Loyalty Leaders:

• Lexus reached 59.2% loyalty
• Third consecutive year leading
• Previous rate reached 57.4%
• BMW remained in second
• BMW reached 56.4% loyalty

BMW held onto second place in the premium SUV segment in both years. The brand saw a positive shift in its loyalty rate, from 54.0% in 2025, to 56.4% in 2026. Customer retention was a tight race with Lexus in both years, showing the high levels of competitiveness in premium SUVs. Buyers in this segment are seeking a perfect blend of luxury and utility, and manufacturers that meet these needs can garner many loyal customers. Lexus’s 2-year score increased from 57.4% to 59.2%, but BMW having a current customer loyalty rate of 56.4% on its own show this component has true power to win over potential repeat purchasers. The results support the fact that a reliable, comfortable, and technological vehicle, with desirable driving characteristics and impressive customer experience can reap solid long-term benefits.

5. Toyota Dominates Mass Market Car Loyalty

Customers in the mass market car segment tend to reward brands that deliver value, dependability, longevity and fuel efficiency. Vehicles in this segment are generally bought for their ability to provide transportation on a daily basis; therefore, long-term ownership experience is crucial. Toyota remains the mass market car segment leader in 2026 for the fifth year in a row, with a 64.8% loyalty score, up from 62.0% in 2025, when the company ranked as the segment’s best mass market car brand for four straight years. The latest results show Toyota’s dominance in the segment’s broad market. This is due, in large part, to its reputation for producing dependable vehicles that consistently meet the basic transportation needs of consumers. The loyalty scores in the mass market car segment mean an assured base of repeat customers.

Mass Market Leaders:

• Toyota reached 64.8% loyalty
• Fifth consecutive year leading
• Previous rate reached 62.0%
• Honda ranked second again
• Honda reached 57.5% loyalty

Honda ranked second among mass market car brands for both study years. The 2026 result is a loyalty rate of 57.5%, an improvement from 55.5% the previous year in the 2025 study. These results show that Honda and Toyota increased their ownership retention in the most recent study period. What these results convey is that reliable vehicles and value as everyday transportation can ensure that vehicle owners continue to return to their preferred brand. Even with many options on the market, a solid ownership experience will keep some drivers coming back when it is time for a new vehicle. The loyalty rate for Toyota of 64.8% was one of the strongest results across all segments in the study, and Honda’s rate of 57.5% demonstrates similar levels of superior customer retention in the segment.

6. Toyota and Honda Battle for Mass Market SUV Buyers

Mass Market SUV All Vehicles sought the best combo of cargo space, safety tech and elevated seating for the whole family (returning customers and new). Families generally use their family car most of the time for everyday activities, so offering high satisfaction scores is a key driver of repurchase. The 2026 study revealed that aggressive pursuit of families among the SUV brands meant that Toyota and Honda were very close on loyalty. A strong 63.8% of mass market SUV buyers were loyal to Toyota and 63.0% were loyal to Honda. Both brands reach the over 60% level of loyalty among families. The results clearly show that these two brands were in a close race to bring customers back to their SUV range.

SUV Loyalty Race:

• Toyota reached 63.8% loyalty
• Honda reached 63.0% loyalty
• Both exceeded 60%
• Honda led during 2025
• Subaru ranked second in 2025

The results for 2025 reveal the pace at which the rankings can change. Honda gained the top ranking for mass market SUV brands for the second year in a row, with a 62.0% loyalty rate. Subaru was ranked second for the year of the study, with a 60.6% result. Results for the following year reveal Toyota had moved into the top spot with a 63.8% result, with Honda at a nearly matching 63.0%. The shifts in the ranking highlight the competitive nature of the mass market SUV category, and how brands need to both cater to the family practicalities of a crossover, while also giving modern features and reliable ownership. The very close results for Toyota and Honda reveal the strong forces motivating consumers to stick with the manufacturers. The high mass market SUV loyalty means how vital these vehicles are to American families, and to the larger auto market.

7. Ford Holds The Highest Truck Loyalty Rate

Pickup trucks remain the leader when it comes to brand loyalty for the U.S. automotive market. For truck owners, a pickup is much more than just a mode of transportation trucks may be a work tool, an accessory to outdoor pursuits or even an extension of the owner’s identity. For that reason, truck shoppers tend to be more loyal to a particular manufacturer than their counterparts in other vehicle categories. Ford maintained the top spot in the 2026 survey as the most loyal brand among truck brands for the fifth straight year. Ford posted a loyalty rate of 66.2%, the top loyalty score of any brand in the 2026 survey. In the 2025 study, Ford finished first among truck brands for the fourth consecutive year with a loyalty rate of 66.6%.

Truck Loyalty Leaders:

• Ford reached 66.2% loyalty
• Fifth consecutive year leading
• Toyota ranked second again
• Toyota reached 62.2% loyalty
• Trucks remain loyalty leaders

Toyota kept second place in the segment in both studies. In 2026, Toyota captured a 62.2% loyalty rate, up from 61.2% in 2025. The strong results from both Ford and Toyota show that consumers have deep faith in proven vehicle platforms for trucks. Truck customers tend to want tough power, workhorse capability, and technology all in the same vehicle. Ford’s continued success on the other hand, highlights the need to maintain a strong truck lineup. Vehicles like the F-Series can help retain loyal customers while staying fresh by providing updates, and offering different powertrain options like the hybrid Power Boost or the all-electric Lightning can help current truck owners remain faithful to a brand as their needs change.

8. Strong Loyalty Creates Financial Value For Buyers

Customer loyalty has numerous financial benefits for automotive manufacturers and dealerships as well, said Tyson Jominy, vice president of data and analytics for J.D. Power. “Loyalty means you aren’t going to be spending as much to sign up a current customer to another vehicle, because it is sometimes more expensive to go find a new customer from a competing brand,” he said. “That is why retention is such a critical part of your long-term profitability, because you are not having to spend as much on customer acquisition.” Customer loyalty can have positive effects on consumers, too, he said. “For brands that are still having pretty high demand and pretty high levels of retention, that vehicles on that brand tend to hold their residual value a little bit stronger.

Why Loyalty Matters Financially:

• Retention reduces conquest costs
• Strong demand supports residuals
• Higher residuals aid leases
• Trade-in values can improve
• Buyers gain financial benefits

But loyalty can be lost when a customer crosses segments. If a customer is switching from a car to a full-sized SUV or pickup, they may not stay with the same automaker if they don’t have a comparable product in that new segment, making a broad product lineup an asset. Ford and Stellantis, for example, have successful businesses with vehicles that suit customers at all stages of life and needs for different types of transportation. Tyson Jominy also pointed out that fluctuations in the market, lack of models in the lineup, variable model age, and a flurry of better incentives can all impact loyalty. The 2025 study showed an average of 49% across all brands that year, down from the 51% recorded previously. The latest 2026 result of 50.2% is a solid return.

9. Product Age, Incentives And Market Changes Shape Loyalty

Other factors influence loyalty with current owners, including age of a product and market competition incentive programs and inventory. When an OEM updates existing brands with new styling and technology, current owners may desire to trade into the new version of the same vehicle. However, as models age, desire for newer models will stimulate buyers to test competing products that may be newer. Market forces also influence how many cars are returned at the end of a contract and whether people will stay loyal to one brand or not. Harmonious tiering of the incentives can promote from within or furthering traditional brand market segment loyalty, however, asymmetrical incentives between brands at the time of a lease end might tempt those tempted to leap.

What Can Change Loyalty:

• Vehicle age influences decisions
• Fresh designs attract owners
• Incentives affect switching behaviour
• Inventory levels shape choices
• New technology encourages upgrades

The analytical data from this report offers manufacturers a granular view on how to respond to these shifts. Now in its eighth year and based on 2026 data, the study uses real-world, dealer transaction data from the Power Information Network to analyze actual trade-ins. By tracking where customers defect or loyalty they can identify at the brand level where consumers have gone and craft retention and conquest efforts accordingly. Product planners can identify holes in product lineups, while marketing can focus on brands with potentially compromised owner bases and more relevant offers. These insights will prove all the more useful in a marketplace of rapidly proliferating product choices.

10. 2026 Loyalty Growth Highlights Automaker Success

The 2026 data reveal that people kept buying, even under economic duress, and with market conditions in flux. In fact, combined brand loyalty showed increases from 49% in the 2025 survey to 50.2%, and from the previous year, in our study. Car brands known for a history of durability and value that is easy to attain were in particular strong positions. Toyota and Honda expanded their customer followings and continued to adapt to shifting driver needs. Their performance in a variety of relevant categories is a testament to the value of dependable transportation, customer value, and high residual performance in helping to lock in loyalty. Meanwhile, a wider market showed how avoiding the tariff-driven inflation that many predicted would destabilize new-car sales kept vehicle pricing in check.

The Biggest Loyalty Takeaways:

• Overall loyalty reached 50.2%
• Toyota and Honda performed strongly
• Ford led truck loyalty
• Porsche led premium cars
• Lexus led premium SUVs

The Power Information Network remains a vital part of this jigsaw. This is the only source with direct access to dealership sales operations in real time, across all franchise networks in the US. The official loyalty data only includes new-vehicle franchise dealer sales so only formal customer upgrades within the authorized retail channels are taken into account. Comparing several study years reveals how brands are managing to respond to the headwinds of the wider economy and shifting consumer preferences. The remarkable 2026 performance shows how established customer relationships are still incredibly valuable amidst the continuous evolution of automotive technology, product choices and circumstances. Across the board for premium cars, premium SUVs, mass market cars, mass market SUVs and trucks, the best brands all show that trust, value, reliability, product strength and customer experience are still integral to success. The market will probably keep shifting but loyalty is a strategy that firmly pays off in the long term.