U.S. Automotive Brand Loyalty Study
See Which Brands Keep Their Customers—And Why
The U.S. Automotive Brand Loyalty Study measures how often vehicle owners return to the same brand when purchasing or leasing their next vehicle. Powered by the Power Information Network (PIN) and its 16,000 affiliated dealers, the study provides the industry’s most comprehensive view of brand loyalty based on real transaction behavior—not surveys or intent data.
What the Study Measures
A Transaction-Based Benchmark of Brand Loyalty
Includes:
• Loyalty calculations based on real trade-in and purchase data
• Coverage across all model years traded in
• Analysis aligned to industry sales months (September–August)
How It Works
How the Automotive Brand Loyalty Study Works
• Analyzes millions of real trade-in and purchase transactions from PIN’s 16,000-dealer network
• Measures whether owners return to the same brand for their next vehicle
• Uses objective, transaction-based methodology
• Provides accurate, comparable loyalty benchmarking across brands
Core Strengths
Clearer Loyalty Insights, Stronger Retention
• Enables competitive assessment of retention across brands and segments
• Helps marketing teams understand the factors driving current loyalty
• Supports product development with insight into unmet customer needs
• Identifies lineup gaps where would-be loyal customers have nowhere to move within the brand
• Creates annual rankings and awards-licensing opportunities for top-performing brands
Business Impact
Increase Retention, Grow Market Share
• Improves long-term brand loyalty and customer retention
• Strengthens brand reputation—a major advantage, as nearly half of all buyers select their next model based on prior brand experience
• Helps brands understand why customers stay and what causes them to defect
Key Dates
2026
Fielding: September 2025 — August 2026
Press Release: September 2026
Press Release & Award Information
JD Power issues a national press release highlighting key findings and top-to-bottom rankings from the study. The brand(s) that rank highest in each award-eligible segment and meet predetermined award criteria will have the opportunity to enter into a licensing agreement through the JD Power Awards Program, which requires subscribing to the study as a prerequisite. Entering into a licensing agreement provides top-ranked brands with the valuable opportunity to market their award-winning performance. As the trusted symbol of excellence, JD Power Awards enhance brand perceptions, drive consumer preference, and differentiate awarded brands in competitive marketplaces.
Who should use it
Designed for Product, Strategy and Marketing Teams
• OEM design leaders
• Product planning and engineering teams
• Marketing and brand strategy organizations (awards)
PowerSource
Insights Available at a Touch of a Button
Subscribers to this study have full access to benchmark reporting, competitor analysis, and more with PowerSource.
