# Automotive Brand Loyalty Study reveals which car brands owners return to the most.

*business · news · 2026-04-08 · SlashGear*

## Key points

- Honda leads mass market SUV brand loyalty for the second consecutive year, with 62% retention.
- Lexus tops luxury SUV brand loyalty, with over 57% of owners returning to the brand.
- JD Power's study bases loyalty on owners who repurchase the same brand at franchised new car dealers.
- Honda's CR-V is the brand's most frequently repurchased SUV, contributing significantly to its loyalty ranking.

**Companies:** Honda, Subaru, Lexus, BMW
**Countries:** United States

[Read the full story on SlashGear](https://www.slashgear.com/2138665/truck-brand-leads-customer-loyalty-jd-power/)

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