Study Details
With nearly half of all automotive buyers selecting their model over others because of prior brand or model experience, brand loyalty is a huge competitive advantage—and an elusive metric.
Enter the JD Power U.S. Automotive Brand Loyalty StudySM. Our process utilizes the Power Information Network (PIN) and its 16,000 affiliated dealers to determine if a vehicle owner purchased the same brand after trading in an existing vehicle on a new vehicle purchase or lease. With PIN’s expansive record of vehicle trade and purchase data, we calculate the percentage of new vehicle shoppers returning to each automotive brand.
Only sales at new vehicle franchised dealers qualify. The award calculations are based on transaction data from the industry sales months of September through August and include all model years traded in.
With nearly half of all automotive buyers selecting their model over others because of prior brand or model experience, brand loyalty is a huge competitive advantage—and an elusive metric.
Enter the JD Power U.S. Automotive Brand Loyalty StudySM. Our process utilizes the Power Information Network (PIN) and its 16,000 affiliated dealers to determine if a vehicle owner purchased the same brand after trading in an existing vehicle on a new vehicle purchase or lease. With PIN’s expansive record of vehicle trade and purchase data, we calculate the percentage of new vehicle shoppers returning to each automotive brand.
Only sales at new vehicle franchised dealers qualify. The award calculations are based on transaction data from the industry sales months of September through August and include all model years traded in.
The Benefits
Study subscribers are equipped to:
- Compare customer retention across brands and segments
Upon trade in, which automakers are retaining loyal customers, and which are losing out to other brands? For automakers with strong customer loyalty scores, which vehicle segments drive their success?
- Craft impactful marketing messages
Understand the factors already driving loyalty to your brand and strategically promote those features and experiences to other existing customers and new shoppers alike.
- Harness the power of customer recommendations
The words of loyal customers are a powerful sales tool among their family and friends. When it comes to future product development, placing priority on the key factors driving brand loyalty today will help strengthen your future network of brand advocates.
- Plan product line-ups that maintain a consistent cycle of buyers
Analyze product loyalty by segment and identify any gaps in the current line-up — are there would-be loyal customers who don't have a vehicle to move into?
Study subscribers are equipped to:
- Compare customer retention across brands and segments
Upon trade in, which automakers are retaining loyal customers, and which are losing out to other brands? For automakers with strong customer loyalty scores, which vehicle segments drive their success? - Craft impactful marketing messages
Understand the factors already driving loyalty to your brand and strategically promote those features and experiences to other existing customers and new shoppers alike. - Harness the power of customer recommendations
The words of loyal customers are a powerful sales tool among their family and friends. When it comes to future product development, placing priority on the key factors driving brand loyalty today will help strengthen your future network of brand advocates. - Plan product line-ups that maintain a consistent cycle of buyers
Analyze product loyalty by segment and identify any gaps in the current line-up — are there would-be loyal customers who don't have a vehicle to move into?
The Scope
Loyalty Calculation:
- Gather all transactional data from PIN’s 16,000 affiliated dealers for the industry sales months of September 2025 through August 2026
- Isolate transactions to those which include a vehicle disposed of, or traded in, at time of new vehicle purchase transaction
- Transactions in which the brand traded in match the new vehicle brand purchased are considered loyal
- 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
Subscription Information:
Subscribing to Conquest Loyalty is a pre-requisite to award licensing and viewing in-depth performance results.
Loyalty Calculation:
- Gather all transactional data from PIN’s 16,000 affiliated dealers for the industry sales months of September 2025 through August 2026
- Isolate transactions to those which include a vehicle disposed of, or traded in, at time of new vehicle purchase transaction
- Transactions in which the brand traded in match the new vehicle brand purchased are considered loyal
- 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
Subscription Information:
Subscribing to Conquest Loyalty is a pre-requisite to award licensing and viewing in-depth performance results.
2026 Key Dates
Fielding
September 2025 — August 2026
September 2025 — August 2026
Press Release
September 2026
September 2026
Press Release & Award Information
JD Power will issue a national press release highlighting key findings and top-to-bottom rankings from the study. The brand(s) that rank highest in each award-eligible segment and meet predetermined award criteria will have the opportunity to enter into a licensing agreement through the JD Power Awards Program, which requires subscribing to the study as a prerequisite. Entering into a licensing agreement provides top-ranked brands with the valuable opportunity to market their award-winning performance. As the trusted symbol of excellence, JD Power Awards enhance brand perceptions, drive consumer preference, and differentiate awarded brands in competitive marketplaces.
Read the latest Press Release >
Learn More about Automotive Brand Loyalty Study Awards >
Learn More about all JD Power Awards >
Find Out about JD Power Performance Reports >
JD Power will issue a national press release highlighting key findings and top-to-bottom rankings from the study. The brand(s) that rank highest in each award-eligible segment and meet predetermined award criteria will have the opportunity to enter into a licensing agreement through the JD Power Awards Program, which requires subscribing to the study as a prerequisite. Entering into a licensing agreement provides top-ranked brands with the valuable opportunity to market their award-winning performance. As the trusted symbol of excellence, JD Power Awards enhance brand perceptions, drive consumer preference, and differentiate awarded brands in competitive marketplaces.
Read the latest Press Release >
Learn More about Automotive Brand Loyalty Study Awards >
Learn More about all JD Power Awards >
Find Out about JD Power Performance Reports >
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For all other inquiries, you can contact us here.
JD Power studies, products, and services are available for purchase. If you’re interested in subscribing to a JD Power study or becoming a client, please fill out the form, and we'll be in touch. Questions? Click here to find the answers to frequently asked questions.
If you’ve received a JD Power survey and have questions or comments, please contact us here.
For all other inquiries, you can contact us here.