If you’re considering an automobile purchase, knowing what others are buying -- and what they’re paying -- is valuable information. But perhaps even more valuable is knowing which brands get the most repeat buyers.
Brand loyalty is a powerful indicator of satisfaction. If a consumer has driven a car for three years and then trades it in and buys the same brand, that suggests a good consumer experience.
J.D. Power and Associates has analyzed automotive purchases and ranked both luxury and mass market brands for their customer loyalty.
“Customer loyalty is perhaps the most important metric for manufacturers because it incorporates many factors that lead customers to become brand ambassadors,” said Tyson Jominy, vice president of Data & Analytics at J.D. Power. “When a brand can connect emotionally with owners through the vehicle’s content, capabilities or prestige level, owners are much more likely to come back and purchase that same brand again.”
Subaru earns top spot
In the mass market segment Subaru ranked highest in consumer loyalty with a rating of 61.5 percent. The brand is also highly rated on ConsumerAffairs. Carol, of the Bronx, is a repeat Subaru buyer.
“Charlie was helpful as I turned my old Forester in for an excellent trade in value - while they had a new one ready for me, with exceptional new safety features, and everything I needed in a car,” Carol wrote in a ConsumerAffairs post.
Here’s how the top 10 break down in the mass market category when it comes to loyalty percentage:
- Subaru -- 61.5 percent
- Toyota -- 59.5 percent
- Honda -- 57.7 percent
- RAM -- 56.2 percent
- Ford -- 54.0 percent
- Kia -- 49.4 percent
- Chevrolet -- 49.0 percent
- Nissan -- 45.8 percent
- Hyundai -- 44.8 percent
- Jeep -- 40.9 percent