Ranked: Car Brands With the Most Loyal Customers
Ranked: Car Brands With the Most Loyal Customers
Key Takeaways
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On average, 52% of U.S. car buyers in 2026 bought the same make as their current car.
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Tesla has the highest customer loyalty rate of any car brand, at 64%.
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Ford has the highest loyalty rate among Detroit's traditional automakers, at 58%.
Just over half of U.S. car buyers stick with the same make when purchasing another vehicle, but loyalty varies considerably across brands.
This graphic ranks car brands by customer loyalty using 2026 data from S&P Global Mobility via Automotive News . Customer loyalty measures the percentage of return buyers who purchased the same make, regardless of model, through May 2026.
Tesla's Loyal Fanbase
Tesla leads the ranking at 64%, four percentage points ahead of Toyota and 12 points above the national industry average.
The American electric vehicle (EV) company, founded in 2003, became profitable on an annual basis in 2020. Tesla has also been the world's most valuable automaker by market capitalization for much of the period since then and sold nearly 600,000 vehicles in the U.S. in 2025.
The table below lists car makes alongside their customer loyalty rates in 2026.
| Rank |
Car Make |
Customer Loyalty Rate (2026) |
|---|---|---|
| 1 |
Tesla |
64% |
| 2 |
Ferrari |
61% |
| 3 |
Toyota |
60% |
| 4 |
Subaru |
59% |
| 5 |
Honda |
58% |
| 5 |
Ford |
58% |
| 7 |
Chevrolet |
55% |
| 7 |
Nissan |
55% |
| 9 |
BMW |
54% |
| 9 |
Mercedes-Benz |
54% |
| 11 |
Kia |
53% |
| 12 |
National Industry Average |
52% |
| 12 |
Hyundai |
52% |
| 14 |
Lucid |
50% |
| 15 |
Lexus |
49% |
| 16 |
Mazda |
48% |
| 17 |
GMC |
47% |
| 17 |
Volvo |
47% |
| 19 |
Porsche |
46% |
| 20 |
Lincoln |
45% |
| 20 |
Acura |
45% |
| 22 |
Volkswagen |
44% |
| 23 |
Land Rover |
43% |
| 24 |
Rolls-Royce |
42% |
| 24 |
Jeep |
42% |
| 26 |
Cadillac |
41% |
| 27 |
Lamborghini |
40% |
| 28 |
Audi |
39% |
| 28 |
Ram |
39% |
| 30 |
Aston Martin |
38% |
| 31 |
Polestar |
37% |
Tesla's strong loyalty rate comes alongside its leading position in the U.S. EV market, where nearly half of all EVs sold are Tesla vehicles.
However, Tesla's global sales fell by 9% in 2025 from the previous year amid intensifying competition and controversy surrounding CEO Elon Musk.
International Brand Loyalty in the U.S.
Following Tesla, the next four car makes with the highest customer loyalty rates are foreign brands, led by Ferrari at 61%. The Italian luxury carmaker recently unveiled its own EV model.
Ferrari is followed by three Japanese makes: Toyota (60%), Subaru (59%), and Honda (58%). Japanese automakers have built strong reputations in the U.S. for reliability and relative affordability.
Toyota's position is particularly notable given the scale of the brand, with the Corolla ranking among the world's best-selling vehicle nameplates.
Lower Customer Loyalty
Several car brands have customer loyalty rates below the national industry average of 52%, spanning both American and foreign makes.
At the lower end of the ranking, Aston Martin and Polestar each have loyalty rates of 37%, while Ram stands at 39%. These rates are more than 20 percentage points below Tesla's.
Other premium brands fare somewhat better, including Porsche at 46%, Lincoln at 45%, and Rolls-Royce at 42%.
To learn more about the future prospects of the world's largest economy, check out What's Next for the U.S. Economy? on Voronoi.
