Which brands retain the most customers? When it comes to car buyers, loyalty is a fierce competition. BMW vs. Mercedes-Benz, Toyota vs. GM, the list goes on and on. Which automakers have the most and least loyal customers? Well, Experian has the answer.
Their latest Q3 United States automotive loyalty rankings were recently released, and the results were interesting to say the least. Which brand retains the most customers? Which automaker performs the worst? Let’s dive in and find out.
Before we do, it’s important to understand that the percentages we refer to below represent the percent of consumers who own that brand of vehicle and return to buy another from the same manufacturer. We do not have data for Tesla at this time.
The brands with the most loyal customers
| Brand | Current Year Loyalty | Previous Year Loyalty | YOY Change |
| Ferrari | 71.4% | 66.7% | 4.7% |
| Hyundai | 66.8% | 67.8% | -1.0% |
| Honda | 66.4% | 68.6% | -2.2% |
| Kia | 66.0% | 68.2% | -2.2% |
| Toyota | 65.6% | 63.6% | 2.0% |
| Subaru | 65.0% | 73.2% | -8.2% |
| BMW | 64.1% | 66.7% | -2.6% |
| Ford | 62.1% | 73.1% | -11.0% |
| RAM | 61.9% | 62.7% | -0.8% |
| Chevrolet | 61.8% | 66.4% | -4.6% |
The automaker that retains the most customers is Ferrari, with 71.4% of their owners returning to buy another Ferrari. They are the only brand to crack the 70% threshold. After Ferrari is Hyundai, with an astounding 66.8% loyalty rate. As far as mass market brands go, Hyundai is in first place, with Honda and Kia right behind them at 66.4% and 66% respectively. Toyota and Subaru round out the top five “attainable” brands, with BMW, Ford, RAM, and Chevrolet following next.
You can see the year-over-year change for each automaker as well. Subaru and Ford have both struggled mightily to retain their brand loyalty levels. This is likely in part due to the chip shortage, and their inability to produce enough vehicles to keep up with consumer demand.
Ferrari and Toyota are the only two brands that saw their loyalty ratings increase year-over-year.
The brands with the least loyal customers
| Brand | Current Year Loyalty | Previous Year Loyalty | YoY Change |
| FIAT | 7.2% | 8.3% | -1.1% |
| Chrysler | 24.4% | 22.9% | 1.5% |
| Dodge | 27.5% | 23.9% | 3.6% |
| Jaguar | 29.0% | 36.3% | -7.3% |
| Lamborghini | 37.8% | 59.0% | -21.2% |
| INFINITI | 40.3% | 45.5% | -5.2% |
| MINI | 40.4% | 41.9% | -1.5% |
| Alfa Romeo | 42.1% | 48.2% | -6.1% |
| Rolls-Royce | 42.7% | 44.1% | -1.4% |
| Land Rover | 44.4% | 52.0% | -7.6% |
How is FIAT still in business? Last quarter they sold 401 total units, and their brand loyalty is an industry worst 7.2%. Why the heck are they still in existence in the United States?
Chrysler comes in second to last at 24.4%, with Dodge and Jaguar right behind them. Lamborghini is a surprising entrant in the “least” loyal list, especially with Ferrari (their most direct competitor) being at the top of the overall rankings.
Infiniti and Mini are not surprising, both with nearly 40% brand loyalty. Alfa Romeo, Rolls-Royce, and Land Rover round out the top ten brands with the least loyalty.
Which brand gained the most loyalty in 2021?
| Brand | Current Year Loyalty | Previous Year Loyalty | YoY Change |
| Aston Martin | 57.6% | 40.0% | 17.6% |
| Genesis | 49.1% | 36.1% | 13.0% |
| Mitsubishi | 47.3% | 36.8% | 10.5% |
| Buick | 56.9% | 51.2% | 5.7% |
| Ferrari | 71.4% | 66.7% | 4.7% |
Aston Martin improved their brand loyalty by 17.6% in 2021. This may in part be due to the recent launch of the first ever Aston Martin SUV. Genesis, who has received rave reviews for their latest line of vehicles saw their loyalty increase by double digits as well. Mitsubishi’s loyalty increased by over 10% too. Buick and Ferrari round out the top five.
Which brand lost the most loyalty in 2021?
| Brand | Current Year Loyalty | Previous Year Loyalty | YoY Change |
| Lamborghini | 37.8% | 59.0% | -21.2% |
| Lincoln | 55.2% | 67.4% | -12.2% |
| Mercedes-Benz | 57.0% | 68.8% | -11.8% |
| Ford | 62.1% | 73.1% | -11.0% |
| Subaru | 65.0% | 73.2% | -8.2% |
Lamborghini lost 21.2% on their loyalty ranking. This is likely due to the fact that the brand brought in a lot of new buyers with their SUV, and many of those buyers are not loyal to the brand (yet). Lincoln and Ford are both in the top 5 brands that lost the most loyalty in 2021. This isn’t too much of a surprise since both are struggling with quality control issues and production problems. Mercedes-Benz is a bit of a surprise entrant on this list, however it’s no wonder BMW is on pace to attain the number one selling luxury brand in 2021. Subaru’s brand loyalty dropped a bit more than 8%, another indication of what happens when automakers can’t produce enough vehicles.
Every automakers loyalty rating for 2021
| Brand | Current Year Loyalty | Previous Year Loyalty | YoY Change |
| Acura | 56.0% | 60.2% | -4.2% |
| Alfa Romeo | 42.1% | 48.2% | -6.1% |
| Aston Martin | 57.6% | 40.0% | 17.6% |
| Audi | 54.1% | 57.3% | -3.2% |
| Bentley | 57.5% | 57.5% | 0.0% |
| BMW | 64.1% | 66.7% | -2.6% |
| Buick | 56.9% | 51.2% | 5.7% |
| Cadilac | 59.1% | 61.1% | -2.0% |
| Chevrolet | 61.8% | 66.4% | -4.6% |
| Chrysler | 24.4% | 22.9% | 1.5% |
| Dodge | 27.5% | 23.9% | 3.6% |
| Ferrari | 71.4% | 66.7% | 4.7% |
| FIAT | 7.2% | 8.3% | -1.1% |
| Ford | 62.1% | 73.1% | -11.0% |
| Genesis | 49.1% | 36.1% | 13.0% |
| GMC | 54.7% | 54.8% | -0.1% |
| Honda | 66.4% | 68.6% | -2.2% |
| Hyundai | 66.8% | 67.8% | -1.0% |
| INFINITI | 40.3% | 45.5% | -5.2% |
| Jaguar | 29.0% | 36.3% | -7.3% |
| Jeep | 51.4% | 53.3% | -1.9% |
| Kia | 66.0% | 68.2% | -2.2% |
| Lamborghini | 37.8% | 59.0% | -21.2% |
| Land Rover | 44.4% | 52.0% | -7.6% |
| Lexus | 56.3% | 59.8% | -3.5% |
| Lincoln | 55.2% | 67.4% | -12.2% |
| Mazda | 58.4% | 61.3% | -2.9% |
| Mclaren | 48.8% | 52.7% | -3.9% |
| Mercedes-Benz | 57.0% | 68.8% | -11.8% |
| MINI | 40.4% | 41.9% | -1.5% |
| Mitsubishi | 47.3% | 36.8% | 10.5% |
| Nissan | 60.8% | 60.9% | -0.1% |
| Porsche | 55.4% | 60.0% | -4.6% |
| RAM | 61.9% | 62.7% | -0.8% |
| Rolls-Royce | 42.7% | 44.1% | -1.4% |
| Subaru | 65.0% | 73.2% | -8.2% |
| Toyota | 65.6% | 63.6% | 2.0% |
| Volkswagen | 56.3% | 60.8% | -4.5% |
I noticed in automotive news that while GM brands had mid-pack loyalty, they had the very high corporate loyalty. As a shopper, I’m more interested in the company that people feel most comfortable with all of the brands, not just the trendy ones. Can you cover that in a future episode?
Absolutely! Thanks for tuning in and being a part of CarEdge.