Subaru owners have the highest brand loyalty in the U.S., according to data from Experian Automotive.
Experian found nearly 70 per cent of consumers who own a Subaru will return to buy another one. Ford is close behind at 67.5 per cent. Mercedes-Benz came in third but ranked first for luxury brands, at around 65 per cent.
The Land Rover Range Rover had the highest loyalty among models, followed by the Mercedes-Benz S Class and then the Lincoln MKZ.
Analysis also found U.S. consumers who lease their vehicles are more loyal to their brands (69 per percent) than consumers with loans (56.9 per cent).
Those with captive finance contracts, such as Ford Credit and Toyota Financial, are also more brand loyal than consumers with loans from independent banks.
“Over the last few years, loyalty rates have increased, and these improvements are key to the industry. Understanding rates of consumer loyalty among vehicle brands, makes and models helps to drive better business decisions, such as a dealer selecting inventory and targeting advertising or a manufacturer making adjustments to a vehicle’s design and creating more competitive promotional strategies,” said Brad Smith, director of automotive statistics and consulting at Experian, in a written release.
Experian looked at nearly 6.8 million household who repurchased vehicles between October 2014 and September 2015.
