Car Brand Loyalty in 2024
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This graphic visualizes the best and worst car brands in terms of brand loyalty. This is measured by the % of current owners who would buy from the same brand for their next vehicle.
Data comes from Consumer Reports’ owner satisfaction survey, which includes responses from owners of more than 330,000 vehicles.
Car Brands With the Most Loyal Customers
Rivian takes the top spot in this ranking, with 86% of owners saying they would buy from the brand again. The EV startup has carved an interesting niche for itself with its outdoor adventure-focused models, and despite several recalls, appears to have won the hearts of its early customers.
| Company | % who would buy again |
|---|---|
| 🇺🇸 Rivian | 86 |
| 🇩🇪 Mini | 77 |
| 🇩🇪 BMW | 76 |
| 🇩🇪 Porsche | 76 |
| 🇺🇸 Tesla | 74 |
| 🇰🇷 Genesis | 73 |
| 🇯🇵 Lexus | 73 |
| 🇯🇵 Subaru | 70 |
It’s interesting to note that Tesla held the #1 spot in last year’s ranking.
Car Brands With the Least Loyal Customers
At the other end of the spectrum we have brands with the least loyal customers, suggesting that owners are less satisfied with their purchase.
| Company | % who would buy again |
|---|---|
| 🇺🇸 Cadillac | 61 |
| 🇺🇸 Chrysler | 60 |
| 🇩🇪 Mercedes-Benz | 59 |
| 🇩🇪 Audi | 59 |
| 🇺🇸 Jeep | 58 |
| 🇯🇵 Nissan | 55 |
| 🇩🇪 Volkswagen | 51 |
| 🇯🇵 Infiniti | 43 |
At the bottom of this table is Nissan’s luxury marque, Infiniti, with only 43% of owners saying they would revisit the brand for their next car.
Infiniti dealerships are aware of this alarming trend, and have attributed it to the brand’s aging lineup. In a recent interview, Steve Lapin, Chairman of the Infiniti National Dealer Advisory Board, said: “Product is king. Infiniti doesn’t have the right products right now to compete in the marketplace.”
Interested in learning more about the automotive industry? Check out this graphic, which ranks the world’s top 10 exporters of automotive products.
