Car brand loyalty 2025 in the US has reached its highest point since before the pandemic, according to a mid-year report from LexisNexis Risk Solutions. Between January and June 2025, 53.3% of consumers who bought a new vehicle chose the same brand they already owned — up from 51.2% in December 2024.
Car Brand Loyalty 2025 Hits 53.3% — Highest Since 2019
The car brand loyalty 2025 rate marks the strongest brand retention since 2019, when 54.3% of buyers stayed with the same automaker. Analysts credit economic factors, supply chain stability, and consistent brand strategies for the increase.
Toyota Dominates Car Brand Loyalty 2025
Toyota holds the top position with a 65.4% loyalty rate. The Toyota RAV4 plays a major role, with 69.4% of owners choosing another Toyota when buying new. This shows Toyota’s strong grip on consumer trust in 2025.
Tesla’s Car Brand Loyalty Declines in 2025
Tesla, which previously led the EV market in loyalty, has dropped to 54.2%. In previous years, 88% of Tesla EV owners stayed with the brand for their next vehicle. Now, only 75% do, as more EV buyers explore competing electric vehicle options.
Economic Factors Impact Car Brand Loyalty 2025
The LexisNexis report notes that tariffs, geopolitical tensions, and rising new car prices — averaging $48,907 in June 2025 according to Kelley Blue Book — influence loyalty patterns. Higher prices and fewer incentives may push buyers to switch brands.
