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Which Car Companies Have The Most Loyal Customers?

Study / 24 Comments

We'll give you hint: Toyota dominated this study.

Automakers love it when a consumer trades in a car for one of the same brand. This means an automaker has a loyal customer who will continue to buy their products. Companies try to measure how loyal their customers are, and Edmunds recently published its 2018 Loyalty Report, detailing the brands and segments with the most loyal customers. It may come as no surprise to our readers, but SUV loyalty has skyrocketed (surpassing truck loyalty), while car loyalty has plummeted.

A whopping 75 percent of SUV owners trade for another SUV. Comparatively, 74 percent of truck owners and just 57 percent of car owners trade for the same body style. In terms of country of origin, Japanese cars had the strongest loyalty with South Korean and American cars ranking second and third respectively. In the mainstream segment, the loyalty rankings go as follows: Toyota, Subaru, Honda, Ram, Chevrolet, Hyundai, Kia, Nissan, Ford, Mazda, Jeep, Volkswagen, GMC, Buick, Mini, Fiat, Mitsubishi, Dodge, Smart, Chrysler. Subaru showed the largest gains over the last decade, while Mazda has also shown improvement. FCA is ranked near the bottom, aside from the Ram and Jeep brands.

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On the luxury side, the rankings are: Lexus, Audi, Land Rover, Mercedes, Porsche, BMW, Cadillac, Acura, Lincoln, Volvo, Jaguar, Infiniti. Unsurprisingly, Toyota dominated the mainstream and luxury segments in terms of customer loyalty with its strong reputation for reliability. Brands with a strong SUV presence have been doing well in consumer loyalty, so we'll continue to see automakers pumping them out to keep customers satisfied.