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buying Subaru and Lexus buyers are most loyal to brands, J.D. Power study says

00:55  16 july  2020
00:55  16 july  2020 Source:   cnet.com

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Brand Loyalty Increasing among New-Vehicle Buyers , J . D . Power Finds. Subaru Ranks Highest Overall and Lexus Ranks Highest among Luxury Brands . If a vehicle owner is loyal to a specific brand , it’s becoming more difficult for another brand to woo them away when it’s time to buy a new

Subaru Ranks Highest Overall and Lexus Ranks Highest among Luxury Brands . 15 July 2020 — If a vehicle owner is loyal to a specific brand , it’s becoming more difficult for another brand to Using data from the Power Information Network, the study , now in its second year, calculates whether an

Chances are pretty high that Subaru and Lexus owners will buy or lease another vehicle from the same brand when it comes time. That's the main takeaway from the 2020 J.D. Power Automotive Brand Loyalty Study.

a car parked on the side of a building: Subaru owners really love their Subies. Nick Miotke/Roadshow © Provided by Roadshow Subaru owners really love their Subies. Nick Miotke/Roadshow

The study, now in its second year, calculates brand loyalty based on the percentage of owners who stick with the same brand when trading in their current car or purchasing another one. It also accounts for any model year a customer trades in, though data collected comes from June 2019 to May 2020.

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Loyalty is a great thing for automakers. Not only does it mean a person is more likely to come back and spend J . D . Power this week unveiled the results of its first Automotive Brand Loyalty Study . The resulting value represents the percentage of buyers who bought or leased a new vehicle from an

If a vehicle owner is loyal to a specific brand , it’s becoming more difficult for another brand to woo “There are many factors that contribute to brand loyalty , ranging from the experience a customer Lexus ranks highest among luxury brands for the second consecutive year with a 48% loyalty rate.

A whopping 60.5% of Subaru owners go ahead and purchase another Subaru, which makes it the brand with the most loyal customers among mass-market car companies. Lexus tops the luxury chart with a 48% loyalty rate, according to the study.

a car parked on the side of a road: Don't mess with Lexus (buyers). Antuan Goodwin/Roadshow © Provided by Roadshow Don't mess with Lexus (buyers). Antuan Goodwin/Roadshow

But Subaru just barely squeezes into the top spot, with Toyota at 60.3%. Honda (58.7%), Ram (57.3%) and Ford (54.3%) round out the top five. On the luxury side of things, Mercedes-Benz keeps it close to Lexus with a 47.8% loyalty rate. BMW (45.1%), Porsche (44.9%) and Audi (43.4%) make up the top five luxury car brands with the most loyal customers.

a close up of a comb: Here are the full rankings. 2020 JD Power Automotive Brand Loyalty Study © Provided by Roadshow Here are the full rankings. 2020 JD Power Automotive Brand Loyalty Study

Who's at the bottom? The answers aren't totally surprising, but Fiat ranks last for mass-market brands with just 10.4% purchasing another car from the brand. Jaguar sits at the bottom of the luxury chart with only 20.7% owners pulling the trigger on another British premium car.

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Power has just published its inaugural Automotive Brand Loyalty Study , and while the results apply And we know for a fact that loyal customers are more likely to recommend a brand to their friends “Customer loyalty is perhaps the most important metric for manufacturers because it incorporates

The study , which J . D . Power skipped in 2011, charts customer- loyalty rates by vehicle brand , looking at who Winning the most -improved title is the Jeep brand ; its retention rate jumped from 34% in 2010 to 51 Mercedes-Benz also ranks high in attracting and keeping younger buyers , as does Ford

a car parked on the side of a road: What a car. © Nick Miotke/Roadshow

What a car.

Aside from the raw numbers, J.D. Power said its research shows it's becoming increasingly difficult for automakers to court new buyers into a brand. That's especially true as automakers offer considerable payment assistance and programs to help owners and lessees as the coronavirus pandemic continues. The organization said payment relief and deferral plans can be just the thing to make a lasting impression on customers to keep them for the considerable future.

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This was originally published on Roadshow.

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This is interesting!