The 2022 JD Power Automotive Brand Loyalty Study is out, and there’s a clear favorite among new car buyers. In fact, there are four favorites, but only one brand captured two categories in this study. The brand was Toyota, but Ford scored the highest percentage of loyal buyers by a narrow margin.
The study is in its fourth year, and a survey of new car buyers exclusively. In addition, it focuses on buyers who trade in vehicles of the same brand for their new purchases. Therefore, this study includes only franchised dealers, using data taken from the JD Power Information Network. Used cars are in high demand these days, but this study offers an interesting window into the world of loyalty for those who are patient enough to get their hands on a new car amid dwindling supplies.
And Toyota has a pretty loyal following. The automaker topped the rankings for the mass market car and SUV segment, scoring loyalty rates of 62.2 percent for cars and 63.6 percent for SUVs. Premium brands are also rated for cars and SUVs; Porsche reached a loyalty level of 57.4 for the automaker to take the title, with SUVs ruling BMW at 58.6 percent. Trucks are the final category in this study, and the award goes to Ford. Its loyalty rate is 63.8 percent, barely beating Toyota for the highest percentage across the study.
“There are many avenues for maintaining owner loyalty, but each winning brand demonstrates a commitment to new product launches, exceptional owner-focused processes, high residual value, and offering vehicles with exceptional appeal,” said JD Power VP Data. and Analytics Tyson Jominy. “And, for the most part, they all win with market share.”
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Runner-up premium brands include Genesis for cars at 54.6 percent, and Lexus at 56.4 percent for SUVs. Second place in mass market cars went to Kia at 54.1 percent, and Subaru for SUVs at 62.6 percent. Toyota came close to three wins, finishing second behind Ford in the truck category with 58.7 percent.
Check out some of the new vehicle’s recent debuts and more at Chatting About Cars podcast, available below.
