Special Report

Car Brands With the Most and Least Loyal Customers

Least Loyal Customers

Source: Scott Olson / Getty Images

10. Volvo
> Loyalty pct.: 33.3%
> 2019 sales (first 6 months): 50,120
> 2018 sales (first 6 months): 47,845 (+4.8%)
> Overall quality score: 6 out of 10

Just a third of Volvo drivers who got a new car in the last year got their newer vehicle from the Swedish automaker. This may be because auto reviewers suggest there are better options available. J.D. Power reviewed more than 30 different auto manufacturers and ranked each on a 1 to 10 scale for overall quality, and Volvo was one of just three to receive a 6 or lower. Volvo’s score of 6 was hampered by its industry-low score of 5 in the features and controls category.

Source: scubabrett22 / Flickr

9. Infiniti
> Loyalty pct.: 32.1%
> 2019 sales (first 6 months): 63,058
> 2018 sales (first 6 months): 72,170 (-12.6%)
> Overall quality score: 8 out of 10

Infiniti is struggling to retain its previous customers and to find new ones. The auto brand sold more than 9,000 fewer vehicles in the first six months of 2019 compared to the same period the year before. Of the six Infiniti models Consumer Reports tested for its 2019 brand report on car brand overall quality, it recommended just two.

Source: mitsubishicars.com

8. Mitsubishi
> Loyalty pct.: 30.2%
> 2019 sales (first 6 months): 71,100
> 2018 sales (first 6 months): 67,327 (+5.6%)
> Overall quality score: 7 out of 10

After testing by J.D. Power, Mitsubishi tied with several other brands for an industry-low score of 6 out of 10 in mechanical quality, which pertains to engine, transmission, and driving experience. Mitsubishi also received a dismal 49 out of 100 overall score from Consumer Reports, as well as an industry-low 48 out of 100 on its Consumer Reports road test. These poor reviews, and the problems that led to these low scores, may be driving previous Mitsubishi owners to try new car brands.

Source: juanelo242a / Flickr

7. Mini
> Loyalty pct.: 29.1%
> 2019 sales (first 6 months): 17,583
> 2018 sales (first 6 months): 22,636 (-22.3%)
> Overall quality score: 8 out of 10

Mini sales declined significantly in early 2019. Compared to the same period of 2018, Mini sold more than 5,000 fewer cars, a 22% drop. Minis tend to struggle with mechanical issues. J.D. Power reported that for every 100 Mini-produced cars, there were 107 reported issues, 10th worst among the brands ranked.

6. Buick
> Loyalty pct.: 28.3%
> 2019 sales (first 6 months): 107,238
> 2018 sales (first 6 months): 109,574 (-2.1%)
> Overall quality score: 8 out of 10

Despite generally positive reviews, Buick just can’t seem to maintain the sales it once had. Just 28.3% of car buyers who previously had a Buick stayed loyal to the brand over the past year. Some of the sales and loyalty problems may have to do with the fact that the brand is widely seen as a car for older people — not an association younger drivers want. In recent years, Buick has worked hard to change its image, with new designs and marketing campaigns with some success.

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