Toyota And Subaru Have The Most Loyal Customers

Mercedes might be the most valuable automotive brand but it doesn’t have the most loyal customers.

According to the 2018 Edmunds Trade-In Loyalty Report, which studied more than 13.9 million vehicle transactions from 2007 to 2017, customers are most loyal to Japanese brands such as Toyota, Subaru and Honda. Rounding out the top five spots were Ram and Chevrolet which both had a loyalty rating of 54%.

At the opposite end of the mainstream spectrum were brands such as Chrysler, Smart and Dodge. All three had less return customers than Fiat and Mitsubishi.

Over the past decade, there have been some major winners and losers. Subaru and Mazda saw significant jumps in customer retention while the latter brand’s CX-5 crossover had the highest number of return customers of any vehicle in 2017.

The loser’s bracket saw customers flee from Chrysler and Dodge vehicles. Both brands saw their loyalty rating nearly cut in half over the past decade and Buick didn’t do much better as its rating dropped from 35% in 2007 to 29% in 2017.

In the luxury segment, buyers are most loyal to Lexus, Audi and Land Rover. They were closely followed by Mercedes, Porsche and BMW. The least loyal luxury customers belong to Infiniti, Jaguar and Volvo.

The love affair with crossovers was also evident as Edmunds notes passenger car loyalty hit its lowest point in eight years. Cars only accounted for 36 percent of all new vehicles sold last year and it helps to explain why the Honda Accord isn’t flying off dealer lots. Another interesting finding was the fact that crossovers and SUVs dethroned trucks in customer loyalty for the first time ever.

To help build and maintain a loyal following, Edmunds says automakers need to “leverage emotional design, offer a wide array of SUVs and have a solid history of reliability.”

  • IFDU

    Chrysler just keeps living up to the stereotype….quantity over quality I guess.

    • LWOAP

      What quantity? They only have like two vehicles in their entire lineup.

      • IFDU

        Talking about Chrysler in general and their history. They always put sales first instead of the quality of the product.

        And their was a time when Chrysler had more than 2 vehicles in their lineup. (in 2007 Chrysler had 7 cars in its lineup). Even Dodge didn’t help with the lack of offerings.

      • Miknik

        Indeed. If you drive a Chrysler or Dodge that is a few years old, it is unlikely there is still a replacement around you could buy…


    Why do I feel like one company is missing here?

  • wassim marchal

    Why do I feel like one company is missing here?

    • Honda NSX-R

      Why do I feel like someone else on this comment thread made the same comment?

      • Infinite1

        Why do I feel like we’re commenting on these comments?

        • Althea Later

          Why do I feel like commenting

  • Christian Wimmer

    I would consider myself pretty brand loyal, but at the same time I also want a car which suits my needs.

    I currently drive a 2007 BMW 118i E87, but BMW does not produce anything as of late that I would want or which is useful for my expanding business. I find myself drawn to products from other brands such as the new Peugeot Rifter, the Mercedes V-Class or even a Volkswagen Golf Wagon as a necessity to remain mobile while owning a car which can haul around my gear.

  • Harry_Wild

    I need to look at Audi model more closely now! Lexus was my brand but the design language got mixed with LSD it seems and they are producing crazy looking vehicles now!

  • appleimmune

    I guess I’m a statistical conformity, I’ve owned 8 Toyota vehicles.. 5 Trucks, 3 cars. 1 Chrysler (car), 1 Jeep, 5 Fords (1 pickup). Next vehicles will likely be a Toyota as well.

  • PhilMcGraw

    Ok so I looked through the list and here are the biggest jumps in loyalty from 2007 to 2017:

    1. Mazda 21% (By far the largest jump on the list)
    2. Subaru 16%
    3. Audi 13%
    4. Land Rover and Jeep (tie at 11%)
    5. BMW 10%

    Here are the biggest drops in loyalty from 2007 to 2017:

    1. Dodge 18%
    2. Chrysler 13%
    3. Cadillac 12%
    4. Mercedes-Benz 10%
    5. Volvo 7%

    • Mill0048

      Thanks for doing that. It’s much easier to spot the major winners/losers. BTW, you missed Mini at +15%.

  • Infinite1

    Lexus still on top

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