With the pandemic in full swing last year, it brought about a change in new car buyer habits. Since vehicle shoppers were hesitant to venture out to showrooms, they often relied on their relationship with their current brand. This has helped Lexus bag the top spot in the third J.D. Power 2021 U.S. Automotive Brand Loyalty Study.
Besting 12 other car brands in the premium brand category, Lexus enjoyed a 51.6 percent loyalty rate. This J.D. Power study calculates whether an owner purchased the same brand after trading in an existing vehicle for a new one. Customer loyalty is then based on the percentage of vehicle owners who choose the same brand when trading in or purchasing their next vehicle.
In the premium category, Lexus ranked first followed by Porsche (50.2 percent), Mercedes-Benz (47 percent), BMW (45.6 percent), and Audi (45.5 percent).
Meanwhile, in mass market brands, Subaru ranked highest (61.8 percent), followed by Toyota (61.1 percent), Honda (59.3 percent), RAM (56.8 percent), and Ford (53.9 percent).
The most improved brand year over year in the premium segment is Acura (+7.1 percentage points or 45.3 percent), while Mazda (+5.9 percentage points or 46.7 percent) has the highest improvement in the mass market segment.
For Lexus, they attribute their strong performance down to their vehicles’ reliability and dependability. For instance, their mid-sized Lexus GX topped the J.D. Power U.S. Vehicle Dependability Study. The study measured the number of problems original owners experienced from their three-year old vehicles during the past year. It covered 177 specific vehicular problems grouped into eight categories with Lexus scoring 81 compared to the average of 121 which shows reliability and dependability of the brand.
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