JD Power Study Finds Auto Brand Loyalty Rising to 50.2% Despite Economic Pressures

Business Wire··US·Read original
2▲5 ▼0Impact / 5
Summary · why it matters

Overall automotive brand loyalty rose to 50.2% this year, up from 49% in 2025, according to the JD Power 2026 U.S. Automotive Brand Loyalty Study. Porsche ranked highest among premium car brands for a fifth consecutive year at 61.3%, with BMW second at 49.3%, while Lexus led premium SUV brands for a third straight year at 59.2%, ahead of BMW at 56.4%. Toyota topped mass market car brands for a fifth consecutive year at 64.8%, with Honda second at 57.5%, and also led mass market SUV brands at 63.8%, ahead of Honda at 63.0%. Ford ranked highest among truck brands for a fifth consecutive year at 66.2%, the highest loyalty rate in the study, with Toyota second at 62.2%. Tyson Jominy, senior vice president of OEM customer success at JD Power, said automakers largely absorbed tariff costs rather than passing them to consumers, and noted that four of this year's five highest-ranked brands are in the 60% range, a level very few brands ever reach.

Impact on assets 6

Electrification & Mobility▲
Toyota Motor Corp.
7203
▲ PositiveDemandrelevance

Toyota topped mass market car brands (64.8%) and mass market SUV brands (63.8%) and was second in trucks (62.2%), showing leading customer loyalty.

Ford Motor Company
F
▲ PositiveDemandrelevance

Ford ranked highest among truck brands for a fifth straight year at 66.2%, the study's highest loyalty rate, signaling strong repeat customer demand.

Porsche AG
P911
▲ PositiveDemandrelevance

Porsche ranked highest among premium car brands for a fifth consecutive year at 61.3% loyalty.

Honda Motor Co., Ltd.
7267
▲ PositiveDemandrelevance

Honda was second among mass market car brands (57.5%) and second among mass market SUV brands (63.0%), reflecting strong repeat demand.

Consumer Discretionary▲