Toyota’s 5 Most Loved Models Don’t Include The RAV4

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. Which are the most-loved Toyota models? Why is the Toyota RAV4 ranked so low?

Where is the love for Toyota's RAV4? 

A new report from iSeeCars reveals the most-loved cars and most loved car brands. It's not a surprise that Toyota has five of the top most-loved models, but it is a surprise that the RAV4 is not among them.   

I covered the most loved cars in my recent report. Check out the details here and where the Toyota RAV4 ranks with the Subaru Forester.

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."

Here is the iSeeCars ranking of the Top 13 Most-Loved Vehicles, with the percentage of owners who have kept them for 15+ years. This statistic is significant as it is a strong indicator of customer satisfaction and vehicle longevity, especially when compared 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

Toyota's dominance in the list of vehicles with the longest ownership is truly impressive. The brand secures the first five slots and boasts a total of seven models in the top 13. Even Lexus, Toyota's luxury division, contributes to this feat with the IS 350, making the Japanese automaker the leader with eight top-ranked cars. 

However, it's surprising that five other Toyota models ranked higher than the RAV4 compact SUV. In addition, the RAV4 has two other Toyota models that rank higher in the SUV category. 

iSeeCars says, "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. Our latest study has identified the 13 cars that more original owners keep for at least 15 years more than all other cars."

It's intriguing to note that four of the top 13 cars feature a hybrid drivetrain. This is likely due to Toyota's long tradition of producing hybrids, which undoubtedly contributes to the brand's dominance in the market. However, the RAV4 Hybrid is not on the list. 

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

Did you know?

The Toyota RAV4 may not be the most-loved Toyota model, but it's on pace to knock off the Ram 1500 as the third best-selling vehicle in America. The Toyota RAV4 is comfortably third in the sales race, a position that has long belonged to the Ram 1500. Check out the top sales for through quarter 3 in 2024. 

1. Ford F-Series 550,835 
2. Chevrolet Silverado 413,396
3. Toyota RAV4 350,331
4. Honda CR-V 298,164
5. Tesla Model Y 284,831
6. Ram 1500 268,666

Who has the most-loved trucks? It shouldn't be surprising that Toyota has two top pickup trucks. 

The most-loved trucks with the percentage of car brand owners who kept them for 15+ years compared to the average.

1. Toyota Tacoma 6.4% 1.7x
2. Toyota Tundra 5.5% 1.5x
3. Honda Ridgeline 5.5% 1.5x
4. Nissan Frontier 5.2% 1.4x

The truck average is 3.7%. 

While several additional midsize and full-size trucks are available, only these four midsize models rank above the industry average for long-term ownership. 

"It's interesting to see the midsize trucks outranking the full-size models," said Brauer. "The less demanding use cases for midsize trucks reduce their wear. Add their higher fuel efficiency, and midsize trucks make more sense for long-term ownership."

Which are the most-loved 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%. Again, Toyota is number one overall. 

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

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.

In another report from Consumer Reports, they asked compact SUV owners, "Would you buy this car again?" The Forester was the top model, with 78% of owners answering "definitely yes" to the Consumer Reports Annual Auto Survey question.

1. Subaru Forester 78%
2. Honda CR-V 71%
3. Mazda CX-5 66%
4. Hyundai Tucson 63%
5. Kia Sportage 62%
6. Toyota RAV4 60%
7. Ford Escape 49%

Surprisingly, the Toyota RAV4 only managed 60% of its owners, who answered "definitely yes" to the question," Would you buy this car again?"

Key takeaways:

• The Toyota Highlander Hybrid is the most-loved car, with the highest percentage of owners keeping it for 15 or more years
• Toyota has seven models in the top 13 rankings of most-loved cars, more than any other brand, with the Camry Hybrid, Highlander (non-hybrid), Tacoma, Prius, RAV4, and Tundra also ranked  
• At the brand level, Toyota has the highest percentage of long-term owners
• Surprisingly, the Toyota RAV4 is the best-selling Toyota model, but it doesn't rank as the most loved. It's number six in Toyota's lineup  

Check out why the RAV4, which you might not expect, does not make the top 30 longest-lasting vehicles list. Check out these surprise findings in my report here. 

Let's hear from you.

Share your thoughts on the rankings, your experiences with Toyota, and your reasons for brand loyalty. 

How long have you kept the Toyota model 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 Toyota