The 6 Most Loved Car Brands, Is Subaru Losing Ground?

How much do you love your car brand?

There are six car brands that inspire devotion with their original owners more than all other car makers in America. According to a new study, the owners of the most loved car brands keep them for 15 years or longer. Which car brands are the most loved by their owners? 

A new report from iSeeCars reveals that Toyota has the highest percentage of long-term owners at the brand level and is ranked number one as the most-loved now. Where does Subaru rank? Subaru makes the most-loved list but comes in at number six overall. Two surprise car brands are now ranked higher than Subaru.

I covered the most loved cars in my recent report. Subaru has one model on the top list: the Subaru Forester compact SUV. Check out the details here. 

iSeeCars says, "Given the overall Most-Loved Vehicles list, it's not surprising to see Toyota with the highest percentage of 15-plus year ownership at the brand level. Honda and Lexus, ranked second and third, also have at least one model in the top 10. After that, Mazda, Hyundai, and Subaru all rank above the industry average."

The industry average of owners who keep their vehicles 15 years or longer is 3.7%. 

"It's not easy to define "love" for a car, but when an original owner keeps a vehicle for more than 15 years, it's safe to assume they're pretty happy with their ride," says iSeeCars. 

Its latest study identified six car brands that more original owners have kept for at least 15 years than all other automakers. While previous iSeeCars research found the average length for new car ownership is approximately eight years, keeping a new vehicle for 15-plus years shows nearly double the devotion to these car brands. 

Here are the six most-loved car brands with the percentage of car brand owners who kept them for 15+ years compared to the average of 3.7%.

1. Toyota 5.6% 1.5x
2. Honda 5.3% 1.4x
3. Lexus 4.4% 1.2x
4. Mazda 4.3% 1.1x
5. Hyundai 4.2% 1.1x
6. Subaru 4.1% 1.1x

iSeeCars says, "Lexus is the only premium brand on the list, and only Asian brands appear on the list," said Brauer. "As with the overall Most-Loved Vehicles list, these brands all represent high value and relatively low cost, with even Lexus offering models that undercut American and European luxury pricing."

Is Subaru losing ground with its "Love, It's what makes a Subaru a Subaru?" Subaru of America's marketing strategy is to connect with customers and develop a personality for the Camden, N.J. automaker. 

It's not a surprise to see that Honda and Lexus rank higher than Subaru. They have had loyal customers who have kept their vehicles for many years. The Honda CR-V is the top-ranked Honda, and the Ridgeline pickup is another morel that ranks high with owners. Lexus has one model on the list, the Lexus IS 350. 

There are two surprise car brands are now ranked higher than Subaru.

However, it's quite surprising that Mazda and Hyundai have now surpassed Subaru in the most-loved car brand rankings. What could be the reason behind this unexpected shift? It's worth exploring. Notably, Mazda and Hyundai have no models on the list of the Top 13 Most-Loved Vehicles by iSeeCars, making their high rankings even more intriguing.  

Here is the ranking of the Top 13 Most-Loved Vehicles, with the percentage of owners who have kept them for 15+ years and a comparison to the average of all cars, which is 3.7%.

1. Toyota Highlander Hybrid 7.0% 1.9x
2. Toyota Camry Hybrid 6.9% 1.8x
3. Toyota Highlander 6.6% 1.8x
4. Toyota Tacoma 6.4% 1.7x
5. Toyota Prius 6.3% 1.7x
6. Honda CR-V 6.3% 1.7x
7. Ford Escape Hybrid 6.3% 1.7x 
8. Toyota RAV4 6.2% 1.6x
9. Lexus IS 350 5.8% 1.5x
10. Nissan Versa 5.7% 1.5x
11. Subaru Forester 5.5% 1.5x
12. Toyota Tundra 5.5% 1.5x
13. Honda Ridgeline 5.5% 1.5x

Where are Mazda and Hyundai models on the top SUVs list? There are none. 

Here is the ranking, the percentage of SUV owners who kept them for 15+ years, and a comparison to the average of 3.5%.

1. Toyota Highlander Hybrid 7.0% 2.0x
2. Toyota Highlander 6.6% 1.9x
3. Honda CR-V 6.3% 1.8x
4. Ford Escape Hybrid 6.3% 1.8x 
5. Toyota RAV4 6.2% 1.8x
6. Subaru Forester 5.5% 1.6x
7. Toyota Venza 5.2% 1.5x
8. Honda Pilot 5.0% 1.4x
9. Toyota 4Runner 4.8% 1.4x
10. Toyota Sequoia 4.7% 1.3x

The Forester, a Subaru model, is one of the top SUVs, ranking number six overall. However, it's interesting to note that there are no Mazda or Hyundai models on this list. This absence raises questions and invites further exploration into the factors influencing brand loyalty in the SUV category. 

How did iSeeCars come up with the data?

iSeeCars conducted a comprehensive analysis of over 929,000 cars from model years 1981-2009 sold from January to September 2024 to determine which older cars are most likely to be kept by their original owners. The analysis considered factors such as reliability, durability, and owner satisfaction, providing a comprehensive view of long-term ownership.

When I look at the ranking of the most-loved cars and SUVs, I would expect to see at least one Mazda to Hyundai vehicle on the list, but there are none. Ford even has one top model, the Ford Escape Hybrid, on the top model ranking, yet it fails to make the best car brand list. 

iSeeCars says, "Ongoing improvements in vehicle design, engineering, and build quality contribute to improving durability and lower maintenance costs in modern cars," said Brauer. "Consumers can take advantage of these trends by keeping cars longer and leveraging their growing lifespan. This is particularly true of high-quality, high-value models that offer a wide range of uses, low maintenance costs, and high fuel efficiency."  

Is Subaru losing its high standing?

I would say that Subaru vehicles like the Forester, Outback, Crosstrek, and other models continue to offer what customers want. They offer affordable, all-weather capable, high-value, off-road ability, and top safety tech. 

Let's hear from you. 

Share your thoughts on the rankings, your experiences with your car brand, and your reasons for brand loyalty. Your insights could be valuable to other readers.

How long have you kept the car brand you drive, and which model? Click the red Add New Comment link below and let us know.

I am Denis Flierl, a Senior Torque News Writer since 2012. I’ve invested over 13 years in the automotive industry in a consulting role, working with every major car brand. I am an experienced Rocky Mountain Automotive Press member. You'll find my expert Subaru analysis here. Follow me on my X SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.

Photo credit: Denis Flierl via Tucson Subaru