J.D. Power Reveals 2020 U.S. Automotive Brand Loyalty Study: Subaru Is Tops

• Of all the J.D. Power studies, this is the most useful, and telling.

• Subaru is #1 among mainstream brands.

• Lexus is #1 among luxury brands.

Many automakers talk about conquest sales as a goal. When they launch a new product, they hope that it will attract new buyers. But will this new vehicle keep buyers loyal? Subaru and Toyota/Lexus know something about earning customers and keeping them as proven by the results of the J.D. Power 2020 U.S. Automotive Brand Loyalty Study.

Many automakers attempt to reinvent themselves in order to stay “fresh”. Often, in doing so, they end up alienating a portion of their established fanbase which inevitably ends up in a competitor’s showroom. Subaru’s made a name for itself by developing and building vehicles that are evolutionary, not revolutionary, and this keeps fans and customers loyal. And, it also helps attract new buyers. This is Subaru’s 2^nd consecutive year in the top spot.

Toyota, and it’s Lexus luxury brand also follow a similar pattern however they strive for volume through a little over twice as many nameplates and nearly three times more variants. This is also Toyota’s second year in the 2^nd spot among mainstream brands, and Lexus’ 2^nd year in the top spot for luxury brands. Mercedes-Benz is a very close 2^nd here.

“There are many factors that contribute to brand loyalty, ranging from the experience a customer has when purchasing the vehicle to how driving it makes them feel,” said Tyson Jominy, vice president of data & analytics at J.D. Power.

We couldn’t agree more. In fact, RAM’s 4^th spot among mainstream brands puts it is the #1 position among all domestic brands. RAM’s sales success in 2019 was no fluke, in our opinion. Oddly enough, with the exception of Jeep which sits about mid-pack, Dodge, Chrysler, and Fiat round up the bottom three. Over by the luxury brands, Maserati, Infiniti,

and Jaguar are positioned in the final three spots.

There’s lots of truth in these rankings, be it from the experience, the product or the lifestyle surrounding the makes. This is a good place to start shopping.