U.S. Automotive Brand Loyalty Study

Results from the J.D. Power 2022 U.S. Automotive Brand Loyalty Study will publicly release on Tuesday, September 27, 2022. This document provides a high-level overview of the methodology, award criteria, and segmentation evaluated.


The J.D. Power U.S. Automotive Brand Loyalty Study measures if a vehicle owner purchased the same brand after trading in an existing vehicle on a new vehicle purchase or lease. Only sales at new vehicle franchised dealers qualify. Our process utilizes the Power Information Network (PIN) and its 16,000 affiliated dealers, which records vehicle trade and purchase data in the Dealer Management System.

The 2022 award calculations are based on transaction data from the industry sales months of September 2021 through August 2022 and include all model years traded in.


Awards will be presented to the following brand-level segments: 

  • Mass Market Car
  • Mass Market SUV
  • Luxury Car
  • Luxury SUV
  • Pickup


Subscribing to Conquest Loyalty is a pre-requisite to award licensing and viewing in-depth performance results.

Award Criteria

For a brand to be award eligible, it must meet the following criteria:

  • A buyer is considered loyal only if the brand of vehicle traded in is identical to the brand purchased in each segment evaluated
  • Vehicle must be traded in to a franchised dealer at time of transaction and recorded in the Dealer Management System; no private party sales or lease disposals are included

Calculation Process

Loyalty Calculation:
  1. Gather all transactional data from PIN’s 16,000 affiliated dealers for the industry sales months of September 2021 through August 2022
  2. Isolate transactions to those which include a vehicle disposed of, or traded in, at time of new vehicle purchase transaction
  3. Transactions in which the brand traded in match the new vehicle brand purchased are considered loyal
  4. The ratio of (3) to (2) is “loyalty rate”
Exclusions and Limitations:
  • Vehicles sold in a private party transaction or lease terminations are not included in the calculation