Porsche Owners More Loyal Than Any Other Luxury Brand

Brand loyalty is common, but according to J.D. Power's Automotive Brand Loyalty Report, Porsche has the most loyal customers among luxury automakers. This is the second year the German marque has received the award from the American data analytics, software, and consumer intelligence company.

Introduced four years ago, the report provides insights into consumer preferences and purchasing behaviors. Based on transaction data from September 2022 through August 2023, it provides a detailed look at brand loyalty across various vehicle segments, including mass-market cars, mass-market SUVs, premium cars, premium SUVs, and trucks.

Customer loyalty is calculated based on the percentage of owners who choose the same brand after trading in an old vehicle for a new one. Vehicle sales through used car dealers are not considered in the survey.

Porsche gets the highest loyalty rate among luxury car brands at 56.8% - a slight decline from 57.4% last year. Mercedes-Benz ranks next, outranking Genesis, the runner-up in 2022.

It's important to note that this segment of J.D. Power's study only includes luxury cars, which means the majority of Porsche 911, Taycan, 718, and Panamera owners have returned to the brand for their next vehicle. The latter is getting a new version soon, with four hybrid powertrain options.

Among premium SUV brands, Volvo ranks the highest this year, while Toyota tops the mass-market car brands and Subaru lords over the mass-market SUV brands. Meanwhile, Ford truck owners are the most loyal in this year's study, mirroring last year's results.

According to Tyson Jominy, vice president of data and analytics at J.D. Power, this year's Automotive Brand Loyalty Survey decreased compared to last year. This is due to the increased choices in the market and vehicle availability. The increased ownership period - resulting from previous supply chain disruptions - is also seen as a factor, with owners experiencing more vehicle problems (if any), affecting their decision to leave or stay with the brand.

"Now that some of those issues have eased, consumers are looking to get behind the wheel of something different and are no longer remaining as loyal to a brand. However, many of the highest-ranking brands perform similarly year after year. When vehicles deliver an experience that meets owner expectations, such as by offering superb build quality, owners are likely to reward brands with their loyalty," Jominy explained.