U.S. car brand loyalty fell to 49% in 2025, led by Ford in trucks and Toyota in mainstream vehicles.

Brand loyalty in the U.S. automotive market dipped to 49% in 2025, down from 51% the previous year, according to the JD Power study, driven by increased model availability and aggressive incentives. Toyota led mainstream cars and SUVs with 62.0% loyalty, Honda followed in SUVs at 62.0% and cars at 55.5%. Porsche topped premium cars at 58.2%, Lexus led premium SUVs at 57.4%, and Ford remained strongest in trucks with 66.6% loyalty, up from 65.1%. Chinese brands remain limited by dealer networks and market access.