J.D. Power has released its 2022 U.S. Automotive Brand Loyalty Study, which is in its fourth year and has been updated to include brand loyalty insights by segmented categories, including premium car, premium SUV, mass-market car, mass market SUV, and truck.
The report shows that new vehicle owners are maintaining brand loyalty amid a chaotic landscape of supply shortages and production lags.
“The issue of tight supply chain and lower-than-normal production could have been quite disruptive to loyalty, but the highest-ranking brands excelled by staying focused on keeping owners in the brand,” said Tyson Jominy, vice president of data & analytics at J.D. Power.
“There are multiple paths to keeping owners loyal, but every winning brand showed a commitment to launching fresh products, excellent processes focused on the vehicle owner, high residual values, and offering vehicles with great appeal. And, for the most part, they’re all winning with market share,” he said.
Jominy also hinted that the upcoming EV race will likely “shake up the brand loyalty status quo” and that it “could erode for those sitting on the sidelines or not moving quickly enough.”
The study uses data from the Power Information Network to assess whether an owner purchased the same brand after trading in an existing vehicle for a new one. Loyalty is based on the percentage of owners who choose the same brand when trading in or purchasing a new car. Only franchised dealers qualify.
Below are the top two results from each category:
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