Special Report
Car Brands With the Most and Least Loyal Customers
August 7, 2019 5:37 pm
Last Updated: January 15, 2020 9:24 am
Source: Justin Sullivan / Getty Images
5. Ford
> Loyalty pct.: 54.0%
> 2019 sales (first 6 months): 1,170,982
> 2018 sales (first 6 months): 1,226,398 (-4.5%)
> Overall quality score: 9 out of 10
More than half of previous Ford drivers who got a new car in the last year either bought or leased another Ford, one of just five auto manufacturers for which that is the case. As one of the oldest American automakers, Ford has considerable brand loyalty, dating all the way back to when more than half of all Americans owned a Model T. Ford remains the most popular automaker in the country, with over 1.1 million vehicles sold in the first half of the year.
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4. Ram
> Loyalty pct.: 56.2%
> 2019 sales (first 6 months): 333,168
> 2018 sales (first 6 months): 260,341 (+28.0%)
> Overall quality score: N/A
Ram is among the fastest-growing car brands in the country. Ram sold 28% more vehicles in the first half of 2019 compared to the same period in 2018. This is by far the highest sales growth among manufacturers with more than 100,000 sales in the first six months of 2019 and third overall behind smaller brands Tesla and Genesis. Ram sales are bolstered by driver loyalty. More than 56% of previous Ram drivers who got a new vehicle in the last year got another Ram.
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3. Honda
> Loyalty pct.: 57.7%
> 2019 sales (first 6 months): 703,428
> 2018 sales (first 6 months): 714,901 (-1.6%)
> Overall quality score: 8 out of 10
Honda is one of just five car companies that has been able to retain most of its drivers who got a new car in the last year. Honda drivers seem to be satisfied with their vehicles, as the company earned one of the highest grades, 83, in the ACSI. Of the 10 Honda vehicles Consumer Reports tested, it recommended eight, good for one of the highest recommendation rates among car brands.
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2. Toyota
> Loyalty pct.: 59.5%
> 2019 sales (first 6 months): 1,016,373
> 2018 sales (first 6 months): 1,069,138 (-4.9%)
> Overall quality score: 8 out of 10
It appears that Toyota’s drivers are satisfied with their purchases, as most of them who sought a new car in the last year are now driving another Toyota. The auto brand was one of just three car companies to earn a 10 out of 10 for dependability from J.D. Power. It was also the top-ranked brand in Consumer Reports’ brand reliability ranking.
Source: Courtesy of Subaru
1. Subaru
> Loyalty pct.: 61.5%
> 2019 sales (first 6 months): 339,525
> 2018 sales (first 6 months): 322,860 (+5.2%)
> Overall quality score: 7 out of 10
No automaker has more loyalty from its drivers than Subaru. Of Subaru drivers who sought to buy or lease a new car in the past year, more than 60% stayed with Subaru. Subarus are consistently well-reviewed vehicles. In its brand report card, Consumer Reports gave the company its highest grade of 81 out of 100 and recommended seven of eight models it tested — the highest share of any car brand.
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