Subaru SUVs no longer have the most brand loyalty
Uh oh, new brand loyalty reports are out and the results aren’t great for Subaru SUVs. Subaru used to have the highest rate of brand loyalty among its SUV lineup but just got outranked. Who took Subaru down?
Subaru SUVs don’t have the most brand loyalty anymore
This article isn’t here to hate on Subaru SUVs. They’re still excellent options to consider. However, drivers aren’t as loyal to this brand as they used to be.
According to J.D.Power, the SUV brand with the highest rate of loyalty is Honda. While Honda SUVs have the highest rank among mass-market brand SUV owners with a 64.2% loyalty rate.
However, Subaru can still celebrate landing in second place with a 62.6% loyalty rate. Honestly, I expected Toyota SUVs to be number one.
But Toyota cars have the highest rate of loyalty at 62.5%. It has the highest rate of car loyalty for the third year in a row. Honda cars came in second place with a 58.8% rate.
Also, Ford trucks have the highest loyalty rate with a 65.1% score. It has the highest ranking for the third year in a row. Toyota trucks came in second place with a 60.8 rate.
Subaru SUVs have been fluctuating. This SUV brand had the most loyalty in 2021, then dropped to second place in 2022, and was first again in 2024.
The most popular Subaru models include the Subaru Crosstrek, Forester, and Outback. Meanwhile, the three-row Ascent and electric Solterra are struggling.
J.D.Power Vice President of Data and Analytics, Tyson Jominy, shared that amid ongoing inventory shortages, the most loyal customers started out of the automotive market because they couldn’t get their most desired vehicle.
Now that inventory levels are returning to normal, loyal buyers are coming back. Toyota and Honda are benefiting from an increased availability of hybrid vehicles. Meanwhile, Subaru SUVs are working to add hybrid powertrains.
J.D.Power studied transaction data from September 2023 through August 2024 to calculate how many drivers purchased a vehicle from the same brand upon trading in their existing vehicle to determine a percentage of customer loyalty.
