These Cars Keep Their Drivers: JD Power Names the Most Loyal Auto Brands

A fresh report from JD Power sheds light on which car brands are best at keeping their customers when it’s time for a trade-in. As it turns out, not every automaker succeeds in convincing owners to stay within the family—but a few brands have built an almost magnetic loyalty, drawing drivers back time and again.

In the premium segment, Porsche remains the clear leader, with 58.2% of its customers sticking with the brand—well ahead of Mercedes-Benz at 49.7%. While Porsche’s standing in China has slipped, its American fan base remains as devoted as ever. Among luxury SUVs, Lexus leads with 57.4%, followed closely by BMW at 54%.

But the true champion of the mainstream market is Toyota, with 62% of buyers returning to the brand—outperforming even Porsche. Honda also scores impressively, with 55.5% overall loyalty and 62% among non-luxury SUV owners. Subaru isn’t far behind, at 60.6%.

Ford deserves special mention: the brand seems to have “programmed” its truck owners for loyalty. A remarkable 66.6% of Ford truck buyers stick with the brand—an all-time record across all segments. Toyota follows in the pickup class with 61.2%. Experts note that Ford F-Series owners are creatures of habit—switching from their beloved F-150 to anything else is nearly unthinkable.

Overall, the average loyalty rate across the market stands at 49%, but top performers far exceed that figure. As the report makes clear, keeping customers may now be just as important for automakers as winning new ones.