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Recently, J.D.Power 's annual auto brand loyalty research report in the United States was officially released. The top five brands surveyed in the ranking are Subaru, Toyota, Honda, RAM and Ford, while the top five luxury brands are Lexus, Mercedes-Benz, BMW, Porsche and Audi.

It is understood that the study, based on US car transaction data from June 2019 to May 2020, aims to rank carmakers according to the percentage of owners who return to the same brand when buying or buying the next car. The data in this survey come from the domestic market of the United States, which is also the most mature car market in the world.

Judging from the data, the loyalty of local car brands is not higher than that of car brands in other countries. In terms of mainstream brands, they are dominated by Japanese car companies, of which Subaru is the highest ranked among popular brands, which manages to retain 60.5% of its customers. According to Tyson Jominy, vice president of data and analysis at J.D. Power, Subaru has a large customer base thanks to Subaru's elaborate in-car lifestyle and marketing image.

It is closely followed by Toyota and Honda brands, and the top three are all swept by Japanese brands. It can be seen that Japanese brands have a good reputation in the American market, such as local brands in addition to Ram and Ford, other local brands such as Chevrolet, GM, Buick and other local brands are in a lower position, and even the loyalty of Volkswagen brands, which are not very popular in the American market, is low.

It is worth noting that Volkswagen's customer loyalty has climbed 3.5 percent this year to 41.6 percent. The agency said that thanks to the diversification of the VW brand's product portfolio in the US market, it will also allow consumers to buy Volkswagen's preferred models again when customer demand changes.

In contrast, the bottom brands come from the FCA group, including Dodge, Chrysler and Fiat, with customer loyalty below 20%.

In terms of luxury brands, Lexus defended its top spot with 48% loyalty, a small increase, though not much changed from last year. In Jominy's view, Lexus held on to the top spot in part because of its high-quality reputation, such as the RX model becoming the most loyal car in the United States. At the same time, Lexus's "worry-free" experience also helps it maintain customer loyalty.

Also benefiting from this, the best-selling degree of Lexus in the US market is almost similar to that of Mercedes-Benz and BMW, becoming a "BBL" situation, while the Audi brand forms a big contrast with the first three, of which BBL accumulated sales in the United States in the first half of this year exceeded 100000 vehicles, while Audi only 76000 vehicles. Mercedes-Benz and BMW rank behind Lexus in terms of loyalty, and Audi is less loyal than its Porsche brand.

Compared with the previous year, overall vehicle loyalty has not changed much, only Maserati fell from seventh (38%) to 11th (28.7%). Volvo rose to seventh place from 11th in customer loyalty last year. And like some domestic second-tier luxury brands, it seems that it will not become a second-time purchase choice for more consumers in the US market.

According to the survey, overall consumer loyalty to car brands has increased by one percentage point, with about 140000 consumers saying they still intend to buy existing brand models. The main reason is that due to the outbreak of the COVID-19 pandemic this year, more and more car companies feel the intensification of market competitiveness, which will provide more incentives to maintain customer loyalty. Jominy also said: "in times of economic instability, car companies provide customers with financial convenience from the point of view of customers, which greatly enhances consumers' confidence in the brand and makes them more inclined to the same brand when changing cars in the future."

But on the whole, Japanese brands, which have more reputation in the North American market, are also more loyal, which is also due to the fact that Japanese brands have the advantage of this quality compared with American and German brands, and it is also the reason why they are most favored by American consumers.

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