J.D. Power: Subaru’s has the Highest SUV Customer Loyalty

J.D. Power released the findings of its 2023 U.S. Automotive Brand Loyalty Study. Twin Falls Subaru is pleased to announce that Subaru has the highest SUV owner loyalty of any non-luxury brand. Specifically among mass-market brands, Subaru had the highest percentage of SUV purchasers whose previous vehicle was of the same brand.

J.D. Power’s U.S. Automotive Brand Loyalty Study is divided into five segments:

• Premium cars
• Premium SUVs
• Mass-market cars
• Mass-market SUVs
• Trucks 

The 2023 study covers transaction data from September 2022 through August 2023 and includes all model years traded. When all mass market companies strive to build SUVs with the size, features, and styling people desire, what regularly puts Subaru on top? 

It Helps to Have SUVs to Sell

Subaru is not new to this honor and has topped this ranking as recently as 2021. and just last March, another J.D. Power study showed Subaru ranking the highest of all mass market brands in their Customer Satisfaction Survey. But this becomes a bit more important this year because, in the 2022 study, Subaru slipped to 2nd place behind Toyota. This is accepted primarily because of vehicle shortages, of which Toyota was less impacted than the rest of the industry. People could simply purchase a new Toyota more quickly than other brands because they had cars to sell. But now that the industry shortages are mainly behind us, Subaru has regained the top spot. 

Back on Top 

Now that vehicle production is back to normal, Subaru again ranks highest among mass-market (non-luxury) brand SUV owners, with a 61.1 percent loyalty rate in the study. Toyota returns to second in the ranking with a 60.5 percent loyalty rate. Among premium brands, Volvo ranks highest among premium brand SUV owners, with a 56.5 percent loyalty rate, and BMW ranks second at 56.1%.

“At Subaru, we strive to be more than a car company in everything we do; it’s at the heart of what makes us Subaru, and we believe it’s why our valued owners continue to choose Subaru.” says former President and CEO at Subaru of America Thomas J. Doll. 

Jeff Walters, President, and COO of Subaru of America, adds: “At Subaru, we take it to heart when saying we are More Than a Car Company, and know it comes with the responsibility of living out our pledge with a commitment to improving the world around us,” said 

Providing vehicles people want from a company people trust is a philosophy that both Subaru and Twin Falls Subaru follow. On a daily basis, we are grateful to offer vehicles that do well on safety tests, are reliable, and meet people’s needs and desires in both the short and long term. Twin Falls also fully commits to the Subaru Love Promise to help make things better for our community. A loyal owner is a happy owner. And happy owners are what Subaru is all about. If you are new to Subaru, visit Twin Falls Subaru and experience that happy ownership for yourself.