Which SUV owners are the most loyal? It's a battle between two car brands, and Subaru is in second place. See which car brand is number one.
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How loyal are Subaru SUV customers?
With SUVs reigning as America's most sought-after car segment, the question arises: which car brands command the most loyal SUV customers?
I cover the J.D. Power U.S. Automotive Brand Loyalty Study results yearly, and the 2024 study has been released. Last year, Subaru was in first place ahead of Toyota for the most loyal SUV customers.
Subaru Forester, Crosstrek, and Outback customers love their SUVs a lot, and they are now in second place among mainstream (non-luxury) SUV owners in brand loyalty.
"Amid ongoing inventory shortages, the most loyal customers actually stayed out of the market if they were unable to get their desired vehicle," said Tyson Jominy, vice president of data and analytics at J.D. Power. "Now that inventory levels are recovering, customers are coming back."
It's a seesaw battle for number one.
In the 2021 study, Subaru claimed the top spot. However, they dropped to number two in 2022, only to reclaim their throne last year as the brand with the most loyal SUV customers. The fluctuating rankings of Subaru keep the competition exciting and unpredictable.
Subaru is in second place.
In 2024, Honda ranks highest among mass-market brand SUV owners, with a 64.2% loyalty rate. Subaru (62.6%) ranks second.
Now in its sixth year, the study uses data from the Power Information Network to calculate whether an owner purchased the same brand after trading in an existing vehicle for a new model. Customer loyalty is based on the percentage of vehicle owners who choose the same brand when trading in or purchasing their next vehicle.
The study includes brand loyalty across five segments:
- Premium car
- Premium SUV
- Mass-market car
- Mass-market SUV
- Truck
The 2024 study calculations are based on transaction data from September 2023 through August 2024 and include all model years that were traded.
Highest-Ranking Brands
- Porsche ranks highest among premium brand car owners for a third consecutive year, with a 57.5% loyalty rate. Mercedes-Benz (49.0%) ranks second.
- Lexus ranks highest among premium brand SUV owners with a 60.2% loyalty rate. BMW (55.8%) ranks second.
- Toyota ranks highest among mass market brand car owners for a third consecutive year, with a 62.5% loyalty rate. Honda (58.8%) ranks second.
- Honda ranks highest among mass market brand SUV owners with a 64.2% loyalty rate. Subaru (62.6%) ranks second.
- Ford ranks highest among truck owners for a third consecutive year, with a 65.1% loyalty rate—the highest loyalty rate in the study. Toyota (60.8%) ranks second.
What drives brand loyalty?
J.D. Power said automakers that launch fresh products, have excellent processes focused on the vehicle owner, cars with high resale values, and offer vehicles with great overall appeal are the keys to keeping customers coming back.
What is Subaru doing to keep its customers loyal?
Most automakers are building SUVs with the things consumers want. They have cargo room, fuel efficiency, the latest technology, safety features, and convenience elements buyers want.
Subaru is doing something different that separates them from the rest, but what is it?
Subaru says they are more than a car company.
Jeff Walters, President and COO of Subaru of America, says, "At Subaru, our collective commitment to being More Than a Car Company means embracing the responsibility to uphold that pledge across every aspect of our operations. While we are proud of our achievements over the last year, we remain focused on continuing to do better, enhancing the world we inhabit, and empowering the people in our communities."
The latest annual Corporate Impact Report from the Camden, N.J. automaker is a testament to its unwavering commitment to all its stakeholders, including customers, retailers, employees, and surrounding communities. Read my impact report from this year here.
Subaru now has more new model inventory for customers.
Customers will go elsewhere if they can't find the new SUV they want. Subaru Forester, Crosstrek, and Outback customers now have more new models to choose from.
In my recent Subaru production report, I said that Subaru of America has more new models sitting on retailers' lots than it has in years and has reduced new model production. This has resulted in a surplus of inventory, a rare occurrence in Subaru's recent history.
However, it's excellent news for customers shopping for a new 2025 Subaru Forester, 2025 Outback, or 2024 Crosstrek. These models have been in tight supply recently, but that has changed this fall. Read my report here for more details.
The Subaru Crosstrek is the hottest model in America.
In another report, I said that Cloud Theory revealed the 2024 Subaru Crosstrek had the most significant increase of vehicles sold to customers in the past 90 days in the U.S. of any model. They identified ten cars, SUVs, and trucks with the most considerable growth, and Crosstrek was number one. Read my report here for complete details.
Are you looking for a new Subaru SUV?
Your feedback is important. Have you patiently waited for the Forester, Crosstrek, or Outback SUV you desired, or if you've chosen another car brand? We want to hear about your Subaru SUV buying experience. Click the red 'Add new comment' link below and share your story with us.
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: Subaru of Riverside
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