Earning Top Marks
Don't just take our word for it, though. In this year's U.S.
Automotive Brand Loyalty Study, conducted by J.D. Power and Associates, Subaru had the highest loyalty percentage among mass-market brands, at 60.5 percent.
That means three in every five Subaru drivers decides to drive a Subaru again
when it's time for a new vehicle.
"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," explained Tyson Jominy, vice president of data
& analytics at J.D. Power. "Automakers are really focused on customer
retention, as evidenced by the payment plans and incentives they've offered
since the COVID-19 pandemic broke out. Many have gone above and beyond to offer
customers financial assistance during a period of economic uncertainty, which
does a lot to bolster consumer confidence in their chosen brand and repurchase
it in the future."
Beating the Competition
Not only did Subaru top the mass-market segment, but it also
beat out every vehicle in the luxury category; Lexus was the highest ranked
luxury brand, but only had a 48.0 percent loyalty rate, 12.5 percent lower the
rate Subaru earned.
"Subaru owners are drawn to the reliability and capability
of our vehicles, as well as the trustworthiness of our brand, and this award
from J.D. Power is a testament to their loyalty," remarked Thomas J. Doll,
President and CEO, Subaru of America, Inc. "We remain grateful for the
dedication of our owners, and we are proud to provide long-lasting value for
our customers, as both an automaker and a brand that is more than a car
company."
The 2020 U.S. Automotive Brand Loyalty Study is based on
data from June 2019 through May 2020 and considers vehicles from any model
year.
While Subaru had stiff competition from Toyota and Honda at
60.3 percent and 58.7 percent, respectively, it absolutely smoked brands like
Chrysler (14.1 percent), Buick (27.5 percent), and Chevrolet (49.1 percent).
Check out the current lineup of Subaru models at Bert Ogden
Subaru in Edinburg, Texas.