Car Brand Loyalty in 2024


Rivian takes the top spot in this ranking, with 86% of owners saying they would buy from the brand again. The EV startup has carved an interesting niche for itself with its outdoor adventure-focused models, and despite several recalls, appears to have won the hearts of its early customers.

Company% who would buy again
πŸ‡ΊπŸ‡Έ Rivian86
πŸ‡©πŸ‡ͺ Mini77
πŸ‡©πŸ‡ͺ BMW76
πŸ‡©πŸ‡ͺ Porsche76
πŸ‡ΊπŸ‡Έ Tesla74
πŸ‡°πŸ‡· Genesis73
πŸ‡―πŸ‡΅ Lexus73
πŸ‡―πŸ‡΅ Subaru70

It’s interesting to note that Tesla held the #1 spot in last year’s ranking.

At the other end of the spectrum, we have brands with the least loyal customers, suggesting that owners are less satisfied with their purchases.

Company% who would buy again
πŸ‡ΊπŸ‡Έ Cadillac61
πŸ‡ΊπŸ‡Έ Chrysler60
πŸ‡©πŸ‡ͺ Mercedes-Benz59
πŸ‡©πŸ‡ͺ Audi59
πŸ‡ΊπŸ‡Έ Jeep58
πŸ‡―πŸ‡΅ Nissan55
πŸ‡©πŸ‡ͺ Volkswagen51
πŸ‡―πŸ‡΅ Infiniti43

At the bottom of this table is Nissan’s luxury marque, Infiniti, with only 43% of owners saying they would revisit the brand for their next car.

Infiniti dealerships are aware of this alarming trend and have attributed it to the brand’s aging lineup. In a recent interview, Steve Lapin, Chairman of the Infiniti National Dealer Advisory Board, said: “Product is king. Infiniti doesn’t have the right products right now to compete in the marketplace.”

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