The 10 Surprising Car Brands Customers Aren't Sticking With
The 2023 CarMax study shows a steady trend in brand loyalty, with approximately 20 percent of consumers repurchasing from the same brand as their previous vehicle. Tesla has notably climbed to the fifth spot in brand loyalty rankings following its CarMax debut in 2018. Leading the pack for model fidelity is the Toyota Prius, with a significant 38 percent of owners returning for the same model. SUVs are also seeing a loyalty surge, with their retention rate jumping from 61 percent to 71 percent in a six-year span. The luxury segment remains a stronghold of customer allegiance, securing six of the top ten loyalty positions. Among the most dramatic shifts in the leaderboard, Toyota ascends to the top, Lexus slides to third, and Ram makes a bold entrance at fourth, while Infiniti experiences a stark drop. The rising tide of electric vehicle adoption is partly credited for Tesla's newfound prominence in the loyalty stakes.
This article was co-written using AI and was then heavily edited and optimized by our editorial team.
Acura: 14.7%
Photo credit: Andrew Zaikovskyi / Shutterstock.com
Hyundai: 14.2%
Photo credit: Papin Lab / Shutterstock.com
Mini: 14.2%
Photo credit: arda savasciogullari / Shutterstock.com
Volkswagen: 13.5%
Photo credit: Vytautas Kielaitis / Shutterstock.com
Infiniti: 13.1%
Photo credit: PhotopankPL / Shutterstock.com
GMC: 13.0%
Photo credit: Khairil Azhar Junos / Shutterstock.com
Mazda: 12.7%
Photo credit: Hatchapong Palurtchaivong / Shutterstock.com
Chrysler: 11.5%
Photo credit: Christopher Lyzcen / Shutterstock.com
Kia: 11.4%
Photo credit: Alexandru Nika / Shutterstock.com
Dodge: 9.8%
Photo credit: Jonathan Weiss / Shutterstock.com