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

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

Subaru delivers what Subaru owners want and earns the tops spot in the  J.D. Power 2020 U.S. Automotive Brand Loyalty Study

  • 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.

J.D. Power 2020 U.S. Automotive Brand Loyalty Study | Photo: J.D Power

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 2nd 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 2nd spot among mainstream brands, and Lexus’ 2nd year in the top spot for luxury brands. Mercedes-Benz is a very close 2nd here.

J.D. Power 2020 U.S. Automotive Brand Loyalty Study | Photo: J.D Power

“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 4th 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,

2020 Ram 1500 | Photo: RAM

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.


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Matt St-Pierre
Matt St-Pierre
Trained as an Automotive Technician, Matt has two decades of automotive journalism under his belt. He’s done TV, radio, print and this thing called the internet. He’s an avid collector of many 4-wheeled things, all of them under 1,500 kg, holds a recently expired racing license and is a father of two. Life is beautiful. Send Matt an emai


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