Toyota Tops U.S. Brand Loyalty for Fourth Year, Honda Close Behind
Toyota has once again topped the charts for brand loyalty in the United States, with 62 percent of its owners purchasing another Toyota. This marks the fourth consecutive year that Toyota has held this title, according to the 2025 J.D. Power Automotive Brand Loyalty study.
Toyota's loyalty rate stands out amidst today's volatile stock market due to trade tariffs. The brand's mass-market dominance is further underscored by its top ranking for mass-market car brands and its joint first place with Honda for mass-market SUVs, both with a loyalty rate of 62 percent.
Honda, Toyota's closest competitor, also boasts impressive loyalty rates. Honda SUV owners exhibit a 62 percent loyalty, while Subaru follows closely with 60.6 percent. Ford, meanwhile, maintains its leadership in truck loyalty with a score of 66.6 percent, marking the fourth consecutive year at the top.
In the premium market, BMW secures the top spot for the third year running, with nearly 50 percent of owners choosing the brand again. Porsche continues to lead in premium cars with a loyalty rate of 58.2 percent, while Lexus retains its first place for premium SUVs, although with a slightly reduced score of 57.4 percent.
The 2025 J.D. Power study reveals a clear divide in brand loyalty between mass-market and premium segments. Toyota and Honda dominate the mass-market scene, while BMW and Porsche lead the premium market. Despite today's volatile stock market, Toyota's consistent top ranking underscores its enduring appeal to American car buyers.
