Vehicle Supply Boosts Brand Loyalty
Many consumers who’ve waited for their desired models are pumping up already fierce allegiance to certain automakers.

Ford is the only U.S. brand to lead in a segment for loyalty, topping trucks for the third year in a row.
Ford
Top Japanese auto brands are benefitting from revived inventories as more consumers return to the market to buy cars of choice from their preferred brands, many opting for hybrids.
The sixth annual J.D. Power brand loyalty report returns Toyota to the top of the mass-market brand car ranking, and its premium line, Lexus, to lead premium SUVs. Honda tops mass-market SUV brands, followed closely by Subaru in second place.
The automakers, which already enjoyed high loyalty rates, have been able to build on their consumer bases, J.D. Power said.
“In particular, Toyota and Honda are benefitting from increased availability of hybrid vehicles, with Honda owners swapping out their gas-powered vehicles for hybrids at nearly triple the rate of the industry average,” said J.D. Power Vice President of Data and Analytics Tyson Jominy in a press release on the results.
“Lexus is also benefitting from strengthened residual values, which are helping drive loyalty for the brand despite premium brands as a whole experiencing a plateau this year.”
Toyota posted a 63% loyalty rate, Lexus a 60% rate, and Honda a 64% rate; Honda also came in second behind Toyota in the mass-market car segment at 60% loyalty.
Meanwhile, German brands dominated the premium cars segment, led for the third straight year by Porsche with a 58% loyalty rate, followed by Mercedes at a 49% loyalty rate. BMW ranks second for premium SUVs at 56%.
J.D. Power bases the study on Power Information Network data on the percentage of consumers who buy new vehicles from the same brand as their last cars. It examines statistics only from franchised dealer sales.
Ford is the only U.S. automaker to top a segment in the study, returning as the highest-ranked pickup truck brand for its third consecutive year with a 65% loyalty rate, the highest for any brand in the study. Toyota is close on its bumper at a 61% rate.
More Industry

Charger Network Growth Slows
Despite a projected increase in public EV chargers in 2026, charging infrastructure remains a top concern for consumers as the gap between the most and least EV-friendly places remains substantial.
Read More →
Lenders, Consumers Take on More Auto Loan Risk
September records loosened credit access the most in over a decade as buyers took advantage of the conditions to afford trading, though loan applications fell.
Read More →
Next-Gen Hybrids in Sight
Dealerships can expect to see revamped hybrids from Honda next year as the company rolls out a new system and model lineup.
Read More →
Gem State Stores Change Hands
A larger auto group founded in the industry’s early years sold two franchises to a neighbor group that's on a growth spurt.
Read More →
Charging In Motion
Honda has been researching wireless in-motion charging for electric vehicles since 2025, and new technology developments have put it a step closer to a final product.
Read More →
Twin Cities Stores Sell
Minnesota-based Walser Automotive Group made what it called the most significant acquisition in its history with a three-rooftop deal in Minneapolis.
Read More →
U.S. Auto Sales Still Below Prepandemic Levels
Mobility Global industry observers don’t expect the market to return to the higher volumes that became routine before Covid but to stay well below its potential.
Read More →
The Powertrain Shift
Electric-vehicle owners are backpedaling, according to new data, with product availability driving many to shift back to gas-powered engines.
Read More →
Achromatic Autos
The shades that dominate the U.S. car market don’t call attention to themselves, though grayscale may have plateaued after a 30-year upswing, research shows.
Read More →
Used-Vehicle Affordability Worsens
Listing prices in August defied seasonal trends, rising above $27,000 for the second time this year.
Read More →