10/17/2026
NEWS | Toyota dominates brand loyalty rankings among cars and SUVs:
Toyota led mass market cars at 64.8% and mass market SUVs at 63.8% in JD Power’s 2026 U.S. Automotive Brand Loyalty Study.
The brand also ranked second in trucks at 62.2%, behind Ford’s segment-leading 66.2% loyalty rate.
Tyson Jominy, senior vice president of OEM customer success at JD Power, credited that retention to vehicle quality and service history.
“Toyota’s all over the map here for loyalty, winning and doing very well retaining their owners,” Jominy said.
What this means for dealers: Best-performing brands have consistency from automakers producing quality vehicles and dealers providing quality experience in sales and service, Jominy said.
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(Source: CDG Interviews)
