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Hyundai is one of the most popular automakers in America, and there are many reasons why that’s the case. Early on, Hyundai actually had a bad reputation as an automaker, but the South Korean automaker has been able to turn that image around. Now, Hyundai has a loyal following. In fact, Hyundai customers are the most loyal customers among automakers, and here’s why that’s the case.

A recap of the brand loyalty survey

A Hyundai Motor Co. showroom full of customers in Goyang, South Korea
A Hyundai Motor Co. showroom | SeongJoon Cho/Bloomberg via Getty Images

As Hyundai reported, this brand loyalty survey was conducted by a research company called Brand Keys. The survey measures brand loyalty simply, asking consumers questions about what brands they engaged with. This survey was conducted in August 2022 and had a reasonably large sample size of about 68,000 respondents. They ranged from age 16 to 65. 

Over 1,600 brands across 142 industry categories were ultimately assessed in this survey. Many brands unsurprisingly made the top five, and this year, Apple was the number one brand in terms of loyalty. Amazon was in second place, followed by Domino’s Pizza in third. Disney+ and TikTok rounded out the top five in fourth and fifth place, respectively.

Why are Hyundai owners so loyal to the brand?

Many other popular companies, such as Samsung, Netflix, and Google, made the top 20, but the only car maker in the top 20 was Hyundai. The South Korean automaker squeaked by, landing in 19th place. The automaker closest to Hyundai in terms of loyalty was Toyota, which came in at 25th place. Other automakers that made the list were Jeep in 42nd place, Ford in 59th place, Subaru in 76th place, and Tesla in 100th place.

There are many reasons why Hyundai customers may be so loyal to the brand, but a big reason may simply be economics. Hyundai’s lineup usually has very competitive pricing, and sometimes, Hyundai models are the most affordable option. On top of that, Hyundai’s warranty is usually much better than what other automakers offer, which can pay dividends for many folks.

Many customers simply want a car that saves them money, and Hyundai can help with that. Additionally, Hyundai vehicles tend to be safe and reliable, making them solid options for folks who don’t want to worry about too many things. Furthermore, while Hyundai isn’t a luxury automaker, it can build some very high-quality cars, such as the Palisade. That may encourage Hyundai customers to shop within the Hyundai lineup rather than elsewhere.

Hyundai also takes time to give back to the community

On top of that, Hyundai also has a sense of corporate social responsibility, and this may make Hyundai customers more willing to continue supporting the brand. For example, as Hyundai wrote, in the wake of Hurricane Ian, the South Korean automaker is donating millions of dollars toward humanitarian relief efforts.

Hyundai’s program sends $17 million to provide assistance and relief to Hyundai and Genesis owners who were impacted by the hurricane, as well as dealers and communities. Hyundai also donated $1 million to the American Red Cross. It also has a program where it’ll donate $50 for every Hyundai or Genesis vehicle sold in the U.S. during the month of October.

Additionally, like many other automakers, Hyundai has a plan to help combat climate change. This includes introducing cleaner vehicles in the near future and cleaning up Hyundai’s own emissions from its buildings and facilities. 


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