Toyota had the highest loyalty rate among mass-market car brands in J.D. Power’s 2024 U.S. study, at 62.5%. Ford topped the truck category at 65.1%—the study’s highest segment result. Those figures answer different questions: Toyota led among mass-market car owners, while Ford led among truck owners. Neither is a universal ranking of every vehicle brand or type.
What the loyalty results actually say
J.D. Power measured whether owners who traded in a vehicle bought another vehicle from the same brand through a new-vehicle franchised dealer. In the study’s transaction window, September 2023 through August 2024, Toyota’s rate among mass-market car owners was 62.5%. Ford’s rate among truck owners was 65.1%, the highest rate across the study’s five segments: premium car, premium SUV, mass-market car, mass-market SUV and truck. J.D. Power’s 2024 study announcement describes the results and method.
The rates are not a direct Toyota-versus-Ford contest: they come from different vehicle segments. They also are not lifetime measures or survey responses from every vehicle owner. J.D. Power used Power Information Network transaction data, included all model years traded in, and counted purchases made through new-vehicle franchised dealers.
Why Ford can lead in trucks while Toyota leads in cars
Brand loyalty is measured within categories, and buyers in different categories are making different replacement decisions. A result for truck owners does not negate Toyota’s result among mass-market car owners; it reflects a separate segment ranking. The figures establish which brands led in those categories, but they do not by themselves explain why individual households returned to a brand.
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J.D. Power noted that Toyota and Honda benefited from greater hybrid availability in its 2024 announcement. It also said Honda owners switched from gas-powered vehicles to hybrids at nearly triple the industry-average rate. That is context from the study—not evidence that hybrids alone caused Toyota’s car result or Ford’s truck result.
How the newer S&P Global Mobility awards differ
S&P Global Mobility’s 2025 Loyalty Awards, announced January 14, 2026, use a separate framework and a later period. The analysis covered 13.6 million U.S. new retail vehicle registrations from October 2024 through September 2025. It defines loyalty as a household returning to market and acquiring another new vehicle from the same make, model or manufacturer; the vehicle may replace one in the household or be an addition. S&P Global Mobility’s announcement details its awards and sample.
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Those awards named different winners depending on what was being ranked:
- Overall loyalty to manufacturer: General Motors.
- Overall loyalty to make: Tesla.
- Light-duty and heavy-duty pickup model loyalty: Ford F-Series in both categories.
These results should not be treated as a continuation of the J.D. Power ranking. The organizations use different definitions, data and periods, and S&P separates manufacturer, make and model awards. S&P Global Mobility president Joe LaFeir said, “In the current market, retaining customers remains a critical performance indicator for the industry.”
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Which brand has the most loyal customers?
There is no single answer without specifying the category and measurement. For J.D. Power’s 2024 study, Toyota led the mass-market car segment and Ford led the truck segment. In S&P Global Mobility’s 2025 awards, GM won overall manufacturer loyalty, Tesla won overall make loyalty, and Ford F-Series won both pickup model categories. The period, geography, unit ranked and definition of loyalty all matter when comparing claims.
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