Driver Power, part of the Carwow Group, found that Toyota owners are the most brand loyal as 75% said they would choose another Toyota when the time comes to change their car. The survey questioned over 23,000 UK car owners.
Tesla ranked second (70% of owners) due to positive prior experience. The brand is the only EV-specific brand in the top 10 and also outperformed other marques for perceived innovation. Lexus ranked third (68% of owners) due to positive past experience and the brand’s reputation for safety.
Sepi Arani, global MD – commercial at Carwow, said: “Drivers often prefer to stick to what they know rather than gamble on something new, but retention is a critical ongoing challenge for every OEM and dealer.
“We are now aligning our own data with the Driver Power Survey findings to help our retail partners better understand how they can shape customer perceptions, build reputation and maximise retention.”
Subaru ranked fourth and Kia ranked fifth, both with a loyalty rate of 67%.
Subaru owners spoke of positive prior experience, safety, and reputation. Kia customers spoke of past experience, reputation and value for money.
