Recently, J.D. Power, a world-renowned research organization, released the results of the 2022 American car brand loyalty research. The survey shows that brand loyalty among new car consumers is rising due to the current shortage of automobile supply.
This year, J.D. Power divided its research into five subcategories for the first time, including luxury sedans, luxury SUVs, mainstream sedans, mainstream SUVs and trucks. The study is based on car transaction data in the United States from September 2021 to August 2022, and investigates whether car owners will choose vehicles of the car brand they have purchased before when changing a new car. The brand loyalty score is based on the percentage of car owners who choose the same brand again when purchasing a new car.
German and Japanese auto brands have the highest consumer loyalty
Among the five major market segments mentioned above, foreign auto brands have the highest consumer loyalty.
Among them, the Toyota brand took the lead in mainstream sedans and mainstream SUVs with a return rate of 62.2% and 63.6% respectively. In the mainstream SUV field, the Subaru , which is also a Japanese brand, follows closely with a return rate of 62.6%; in the mainstream sedan field, the customer return rate of the Korean brand Kia is 54.1%, ranking second, and there is still a big gap with Toyota.
Japanese car brands dominate the mainstream car market, while German car brands lead the luxury car market. In the luxury sedan field, Porsche ranked first with a loyalty of 57.4%; in the luxury SUV field, BMW , also a German brand, topped the list with a return rate of 58.6%.
Ford is the only American car brand to have a place in this J.D. Power study. In the truck segment, the Ford brand has the highest consumer return rate, at 63.8%.
Consumer loyalty to car brands increases
2022 J.D. Power US car brand loyalty research has been redesigned and divided into five subdivided fields, so it cannot be improved and compared with previous research. But overall, consumer loyalty among top car brands has increased significantly.
In the mainstream sedan field, Toyota's score increased by 1.1 percentage points from a year ago; brand loyalty in the mainstream SUV field is more obvious, up 2.5 percentage points from the average level of the mainstream market in 2021.
Although Subaru, which won the championship in the mainstream car market last year, was defeated by Toyota this year, its brand loyalty is also rising. In the mainstream SUV field, the brand's return rate has increased by 0.8 percentage points. The increase in the luxury brand is even more prominent. Porsche's brand loyalty increased by 7.2 percentage points, while BMW's brand loyalty increased by 13 percentage points. Compared with the average of the mainstream car market in 2021, the Ford brand's return rate has increased by 9.9 percentage points.
Supply chain problems are one of the reasons for the rise in brand loyalty
J.d. Power said in a statement that the rise in return rates for most brands can be attributed to the shortage of new cars. "Supply chain tightness and below-normal car production can cause considerable damage to consumer loyalty, but the highest-ranking brands have performed well by focusing on retaining users," said Tyson Jominy, vice president of data and analysis at Power. "The shortage of new cars is just one of many factors influencing them." The rise of electric vehicles may also change consumers' loyalty to car brands. “For car brands that are in the process of standing still or not moving quickly enough, there may be a greater loss of customers,” he said.
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