Study: The vehicle brands with the most loyal customers in 2025

Although new realities in the automotive market, including customs tariffs, are changing consumer perceptions and habits, a new study by the American firm J.D. Power shows that brands with well-established reputations that manage to meet evolving needs continue to retain the majority of their customers.

Brand loyalty is important to vehicle buyers because it is often associated with higher residual values. Vehicles from trusted brands are therefore a smarter financial choice over time, says Tyson Jominy, senior vice president of data and analytics at J.D. Power.

However, he notes that buyer loyalty tends to weaken when they switch vehicle segments. In addition, for all brands, the proportion of loyal customers fell below 50% this year to 49%.

Incidentally, the J.D. Power loyalty study, now in its seventh year, is based on transactions made in the United States from September 2024 to August 2025, regardless of the model year of the vehicles traded in. It reflects the percentage of customers who chose to stay with the same brand when purchasing a new vehicle from a dealership.

Although this is a U.S. study, it is reasonable to believe that the results in Canada differ only slightly. Without further ado, here are the brands with the most loyal customers in 2025:

Luxury cars – Porsche, loyalty rate of 58.2%

Luxury SUVs – Lexus, loyalty rate of 57.4%

BMW (54%) ranks second.

Mainstream cars – Toyota, loyalty rate of 62%

Honda (55.5%) ranks second.