Brand loyalty is common, but according to J.D. Power’s Automotive Brand Loyalty Report, Porsche has the most loyal customers among luxury automakers. This is the second year the German marque has received the award from the American data analytics, software, and consumer intelligence company.
Introduced four years ago, the report provides insights into consumer preferences and purchasing behaviors. Based on transaction data from September 2022 through August 2023, it provides a detailed look at brand loyalty across various vehicle segments, including mass-market cars, mass-market SUVs, premium cars, premium SUVs, and trucks.
Customer loyalty is calculated based on the percentage of owners who choose the same brand after trading in an old vehicle for a new one. Vehicle sales through used car dealers are not considered in the survey.