Subaru earns J.D. Power's 2020 Best Brand Loyalty - Bert Ogden Subaru in Edinburg, Texas 

Brand loyalty is becoming increasingly important not just to companies but to consumers. As consumers, we want to give our business to brands that care about us and stand for the causes we believe in. That is why Subaru continues to be so popular with consumers - its care for its customers and its advocacy in the world.

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.

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