J.D. Power is the force behind some of the most comprehensive and well-regarded industry studies in the automotive world. One of the yearly studies that they conduct is the Automotive Brand Loyalty Study, which examines how loyal customers are to their chosen automotive brands, and how that reflects on the automakers themselves. In this year’s study, Subaru earned the highest overall score across mainstream SUVs, a unique and remarkable honor for the brand to achieve.
“As vehicle availability increased and more choices hit the market for consumers, loyalty among brands as a whole saw a decline this year,” said Tyson Jominy, vice president of data & analytics at J.D. Power. “Additionally, owners were tied down to their vehicles for longer than normal due to ongoing supply chain disruptions, and as a result were more likely to experience problems with their vehicles.
“Now that some of those issues have eased, consumers are looking to get behind the wheel of something different and are no longer remaining as loyal to a brand. However, many of the highest-ranking brands perform similarly year after year. When vehicles deliver an experience that meets owner expectations, such as by offering superb build quality, owners are likely to reward brands with their loyalty.”
2023 has been the fifth consecutive year of the J.D. Power U.S. Automotive Brand Loyalty Study. Its main metric is changes in vehicle brand. The study looks at the percentage of vehicle owners who choose the same brand when trading in or purchasing their next vehicle at new vehicle franchised dealers. These measurements, gathered from transaction data from September of 2022 through August of 2023 and including all model years traded in, was what distinguished Subaru among its competitors in terms of loyalty, and the customer satisfaction that such loyalty implies.
“With the vast amount of vehicle choices available to consumers today, it is even more meaningful for Subaru to have such loyal customers as part of our Subaru Family,” said Jeff Walters, President and Chief Operating Officer, Subaru of America, Inc. “We believe in our goal to be ‘More Than a Car Company,’ and the loyalty displayed by our valued customers reinforces the importance of not only providing a reliable product, but also building a personal relationship.”
With results like these, it’s easy to see that Subaru is a brand that prioritizes its customers and their experiences and satisfaction! If you’re interested in trying out a new Subaru vehicle to see what has earned the brand such recognition, make sure you take a look at our online inventory here at Haldeman Subaru!
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