Brand loyalty rose to 50.2% across all nameplates in 2026 — up from 49% a year ago — defying predictions that tariffs and economic uncertainty would drive buyers away from their preferred brands, according to the JD Power 2026 U.S. Automotive Brand Loyalty Study.

Toyota led in three of the study’s five segments: first place in mass market car (64.8%) and mass market SUV (63.8%) and second in the truck segment (62.2%) — a rare multi-category showing that underscores the brand’s hold on mainstream buyers across vehicle types. Ford led all brands with the study’s highest loyalty rate at 66.2% in the truck segment, where it has ranked highest for five consecutive years. Porsche led premium car (61.3%) for a fifth consecutive year and Lexus led premium SUV (59.2%) for a third.

“Very few brands ever reach a 60% loyalty rate, yet four of this year’s five highest-ranked brands are in the 60% range,” writes Tyson Jominy, senior vice president of OEM customer success at JD Power. “Some segments are closing in on pickup truck loyalty levels, a sector well-known for its exceptional loyalty.”

The study, now in its eighth year, measures whether owners purchase the same brand after trading in an existing vehicle at a franchised new vehicle dealership, using data from transactions completed between September 2025 and August 2026.

Read the full report at JD Power