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Some people stick to the same automotive brand for decades. Toyota benefits from the most loyal drivers, However, the Toyota Tacoma, RAV4, and Tundra aren’t the models that people stick with. People are actually the most loyal to the Toyota Prius. 

The Toyota Prius has the most loyal customers 

According to CarMax, the Toyota brand gets to celebrate by having the most loyal customers. More people continue to buy Toyota models instead of switching to Ford or Chevrolet. 

You might expect Toyota fans to be into upgrading to the newest Tacoma, Tundra, Sequoia, or RAV4 models, but you’re in for a surprise. The Toyota Prius actually has the most loyal fans. 

That’s right, most Toyota shoppers that trade in vehicles to stick with the brand upgrade from older Prius models to new Prius options. Roughly 38.1% of shoppers trade in their Prius to get another one. 

This data is based on the amount of trade-ins CarMax received between January 1, 2023, and December 31, 2023. 

The 2024 Toyota Prius driving through a tunnel
2024 Toyota Prius | Toyota

Toyota has the highest brand loyalty rate with 28.5% of shoppers sticking to the brand. Ford is in tenth place with 22.4%. Dodge is in last place at 9.8%. Overall, 19% of shoppers stay loyal to the brand and 81% made a switch. 

In the last study from 2017, Toyota was the fifth most loyal brand, so it climbed to the top! Also, in 2017 the Corvette had the most loyalty, now it didn’t even make the top 10. 

Also, most people tend to stick with SUVs. About 71.1% of shippers stick with a four-door SUV when upgrading and 45.9% of shoppers stick with four-door trucks. 

But what’s so great about the Toyota Prius? Well, it’s extremely fuel efficient. The 2024 Prius gets an EPA-estimated 57 mpg in the city and up to 56 mph on the highway. Adding AWD only drops these figures to 53 and 54. 

The 2.0-liter four-cylinder engine and electric motors generate 196 hp and the Prius can accelerate from 0 to 60 mph in 7.7 seconds, which is excellent for the class. It’s smooth and convenient to drive. 

Potential drawbacks include a tight backseat and disruptive engine noise. However, these deal breakers aren’t big enough to make people walk away.