Automotive Brand Loyalty Study, released this week, overall brand loyalty averaged 50.2 percent across all nameplates and segments, up from 49 percent a year ago.
Porsche ranked highest among premium car brands for the fifth consecutive year, with a loyalty rate of 61.3 percent.
When a mass market SUV brand posts 63.8 percent, the distance to the truck category’s leader has narrowed to a few points.
This year’s calculations rely on transactions from September 2025 through August 2026, and the five segments covered are premium car, premium SUV, mass market car, mass market SUV and truck.
If those costs eventually reach sticker prices, the study’s results suggest the brands with the deepest loyalty, Porsche, Lexus, Toyota and Ford among them, have the most cushion.