[Miko M]

Didn't see this posted yet. BMW is 3rd place for luxury brands.

[5.M0NSTER]

I think Jeep is about to take a BIG hit with the new Broco being released... and a bit surprised Porsche isn't higher.

[dgoldenz]

Also surprised Porsche isn't at the top, have never seen brand loyalty like I have with them. Wonder what metrics they used to come up with these numbers.

[mkoesel]

Originally Posted by jstein55

also guessing Tesla wasn't surveyed?

I notice Genesis and Alfa Romeo are also missing.

[Germanauto]

Originally Posted by jstein55

I do not however understand what everyone's obsession with Subaru is

Decades of offering AWD for a reasonable price. Plus a lot of people are granola-types who don't care about styling, luxury, or driving dynamics.

[Mingwan]

Is BMW’s ranking scored before or after people saw the new grill designs?

[Mingwan]

Originally Posted by jstein55

A bit surprised Porsche is lower, also guessing Tesla wasn't surveyed? Otherwise they would have likely topped the list. I do not however understand what everyone's obsession with Subaru is, I honestly think Mazda deserves more customers than Subaru.

I imagine the majority of Tesla owners are still on their first Tesla and haven’t yet had a chance to demonstrate their brand loyalty.

I agree about Mazda. I think there’s still some negative perception lingering around about them as a result of their relationship with Ford.

[heavyD^2]

Originally Posted by Germanauto

Decades of offering AWD for a reasonable price. Plus a lot of people are granola-types who don't care about styling, luxury, or driving dynamics.

Yeah they are very popular in northern states, colorado, etc where people want the security of AWD. As you say they resonate with granolas and city folk that want to convey to everyone that they are outdoorsy. It's why you see so many people drive around with kayaks/canoes and cargo carriers on the roof of their Subaru even when they aren't going out to the wilderness. Similar to Jeep owners as most of them don't care if it's the best driving, quality, or best vehicle out there as it's more about the lifestyle image.

Mazda builds much more compelling vehicles than Subaru but doesn't convey the coveted image of being an adventurer. Also Mazda is still climbing out of a decade of supplying rust buckets and as VW (their late model vehicles are solid) found out it takes a while to change customer perceptions of brands after they put out bad product.

[Mingwan]

Originally Posted by jstein55

I definitely agree there, the Ford ownership hurt the brand badly. Sadly no one pays attention to them despite making some great products. My son and daughter-in-law have an all Mazda garage, an NB Miata, CX-9 and 6 Signature and they love them. I was honestly surprised at how well they drive despite being FWD and how much nicer the interior was in both cars compared to a 2 or 3-series. I can't wait to see how the RWD I6 Mazda6 will turn out.

Maybe a marketing problem as their value seems lost on the consumer. There are some things Mazda needs to iron out for sure, like their driver assistance tech, interior space, etc, but overall some of their offerings are far better in my opinion than the competition. I was impressed with the new Mazda 3 compared to the new corolla, civic and crosstrek. The 3 pretty much shit on all of them, but the perception is that at least with the 3, it’s too expensive compared to cars in its class.

[freakystyly]

Had a 1st gen Mazda3 rust bucket...

Where has the zoom zoom gone??

New generation has come a long way in styling and tech, now with an automatic turbo on the way things are getting better.

Also excited for the RWD platform, hope they build on that more too.

[bmw1racer]

I don't put too much stock into anything from J.D. Power.

[eluded]

Originally Posted by dgoldenz

Also surprised Porsche isn't at the top, have never seen brand loyalty like I have with them. Wonder what metrics they used to come up with these numbers.

Agreed. Porsche prolly wouldn't have the same turnover. Bmw leases cars vs Porsche own ers

[HighlandPete]

I wouldn't be surprised if we had similar results in the UK, for a loyalty survey.

In my experience Lexus owners are a pretty loyal bunch, going back for more.

Similar for Subaru users, cars have a good reputation (earned over many years), owners seem to love them and buy over and over.

Porsche, my observation, there is a hard core of enthusiasts who would never be without one, but I'm aware of folks having a Porsche for a while and moving on to something else. Sort of a 'bucket list' car. Once the box is ticked, little interest in running one continuously.

Mazda, a mixed bag of models (and reputation) over the years, perhaps they just don't have a good customer loyalty rating, even if current cars are good packages.

[Housekeeping]

Go RAM, over Ford even, nice! I see why, way improved over the last 5 years. Incredible how many RAMs you see out there.

[chassis]

Why is the highest loyalty luxury brand (Lexus) loyalty lower than the top 7 mass market brands? What makes mass market customer loyalty higher than luxury customer loyalty, in general?

Surprised to see Mercedes as high as it is, with well known and rampant quality and reliability problems that it is currently, and has in recent years, been experiencing.

[Germanauto]

Originally Posted by chassis

Why is the highest loyalty luxury brand (Lexus) loyalty lower than the top 7 mass market brands? What makes mass market customer loyalty higher than luxury customer loyalty, in general?

Surprised to see Mercedes as high as it is, with well known and rampant quality and reliability problems that it is currently, and has in recent years, been experiencing.

My brother just leased a C300 loaner which had 4k miles on it...essentially a new car. The spoiler was falling off and it took them a week to service it. The new spoiler has visible glue that's spilling out onto the deck lid. Let's not forget about how cheap feeling Mb-Tex is.

Mercedes isn't what it used to be.

[Tacoma]

Originally Posted by chassis

Why is the highest loyalty luxury brand (Lexus) loyalty lower than the top 7 mass market brands? What makes mass market customer loyalty higher than luxury customer loyalty, in general?

Surprised to see Mercedes as high as it is, with well known and rampant quality and reliability problems that it is currently, and has in recent years, been experiencing.

I think the main reason why luxury buyers are less loyal is because their purchases are more emotional - such as the way the car looks or performs or matches their perceived lifestyle - which is subject to greater variability compared to mainstream buyers whose buying decisions are more pragmatic, such as reliability and value for money, fuel economy, etc., that are more constant.

[Tacoma]

Originally Posted by jstein55

A bit surprised Porsche is lower, also guessing Tesla wasn't surveyed? Otherwise they would have likely topped the list. I do not however understand what everyone's obsession with Subaru is, I honestly think Mazda deserves more customers than Subaru.

Studies have shown that owners are more likely to rate the brand of car they currently own of higher quality than non-owners. Thus BMW owners are more likely to say BMW has high quality than, say, Lexus owners (and vice versa). This may help explain Subaru's high loyalty following even though non-owners think they have quality issues. Another knock against Subaru among non-owners is that they have old and ugly designs but existing Subaru owners already deemed this a non-issue when they bought the car in the first place!

[F32Fleet]

Originally Posted by 5.M0NSTER

I think Jeep is about to take a BIG hit with the new Broco being released... and a bit surprised Porsche isn't higher.

Porsche brand has been diluted with sedans and SUV's. Less reasons to stay along with a larger customer base.

[kring]

Originally Posted by jstein55

I do not however understand what everyone's obsession with Subaru is, I honestly think Mazda deserves more customers than Subaru.

Doesn’t surprise me at all, I never owned one but literally everyone I know has a Subaru in their driveway, including owners of high end luxury cars. If you drive around north east US there is a ratio of 3-5 Subaru for one of every other brand. And Subaru owners rarely depart the brand. They are low priced and give significantly more then any other non luxury brand. A 4x4 car is the primary selling point. Subaru dealers can’t keep up with demand on most models.

The big 3 Japanese brands are not found in loyalty, just practicality and low price, Subaru owners have passion for the car and brand, like Tesla, BMW, Audi, Porsche owners - many I know are very much car enthusiasts. Most I know buy the car for family and drive it for over 10 years.

They are loaded with technology, very safe, have all wheel drive for winter weather, relatively inexpensive, look good with their rally car look, easy to get kayak, bike, accessories for, big used market, easy to get service.

I watched a kid drive a Subaru dead center into a 3’ round tree at 80 mph, I pulled him and his friends out of the car just before it caught fire and they walked away with relatively minor damage given what I saw. That wouldn’t have happened in any other $35K car. That’s a first hand testimonial on safety, my daughter gets her license next year and I’ll probably buy (my first) Subaru for her.