Electric Cars

A new analysis from J.D. Power illuminates which automotive manufacturers have successfully cultivated the most devoted customer bases, even as the industry navigates a period of slightly diminished overall brand loyalty. The study, encompassing various vehicle categories, identifies key players renowned for retaining their buyers through consistent quality and compelling offerings. Understanding these loyalty trends provides valuable insights into consumer preferences and the competitive landscape of the global automotive market.

The study segmented the market into five distinct categories: two for premium vehicles and three for mainstream models. In the premium car sector, Porsche emerged as the frontrunner, with a remarkable nearly 60 percent of its clientele opting to purchase another vehicle from the brand. Following closely, Mercedes-Benz secured the second position, with almost half of its buyers demonstrating continued allegiance. For premium SUVs, Lexus displayed strong loyalty, achieving a 57.4 percent retention rate, surpassing BMW, which registered 54.0 percent of its customers returning.

Within the mass-market segments, Toyota maintained its strong hold on car buyers, with 62.0 percent returning, a slight decrease of 0.5 percent. Honda came in second for mass-market cars at 55.5 percent, but took the lead in the mass-market SUV category with an impressive 62.0 percent loyalty rate, closely followed by Subaru at 60.6 percent. Ford continued its reign in truck loyalty, achieving the highest loyalty rate across the entire industry at 66.6 percent, an increase from the previous year. Surprisingly, Toyota secured the second spot in truck loyalty with 61.2 percent, outperforming traditional truck powerhouses such as Chevrolet and Ram.

Despite these individual brand successes, the study noted an overall dip in brand loyalty across the automotive sector, falling below the 50 percent threshold this year. According to Tyson Jominy, senior vice president of data and analytics at J.D. Power, this decline is attributed to evolving market conditions. Factors such as an increased availability of diverse models, variations in product lifecycles, and more aggressive incentive programs from manufacturers have collectively contributed to this shift. The average brand loyalty across all nameplates and segments in this year's study stood at 49 percent, reflecting a dynamic and challenging environment for customer retention.

J.D. Power's methodology for calculating customer loyalty focuses on whether an owner chooses the same brand for their subsequent vehicle purchase. This percentage is derived from transaction data collected from September 2024 to August 2025, offering a comprehensive snapshot of consumer behavior over the past year. The findings underscore the importance of continuous brand engagement and adaptation to market changes to foster lasting customer relationships.

The automotive landscape is undergoing a significant transformation, as evidenced by Ford's recent decision to discontinue the Focus ST. This move, which saw the final unit roll off the Saarlouis assembly line on September 26, marks the end of a long-standing tradition for performance hatchbacks. While the standard Focus will continue production for a limited time, its eventual cessation in November underscores a strategic shift for the American automaker.

Ford's retreat from the hot hatch segment began earlier with the phasing out of the Fiesta ST. Company CEO Jim Farley attributed these decisions to the models' limited profitability, despite their popularity among consumers. This strategic pivot has had a noticeable impact on Ford's market presence in Europe, where its market share has diminished to 3.3 percent, trailing behind competitors like Hyundai and Kia. Data from the European Automobile Manufacturers' Association (ACEA) highlights this decline, showing Ford's sales figures significantly lower than major players like Volkswagen and even Skoda.

The dwindling availability of hot hatches extends beyond Ford, reflecting a broader industry trend. Stricter emissions regulations, such as the upcoming Euro 7 standards, and the looming 2035 deadline for new internal combustion vehicle sales in some regions, are accelerating this shift. While some gasoline-powered performance models from brands like Volkswagen, Cupra, Audi, BMW, AMG, and Toyota remain, the industry is increasingly pushing towards electric alternatives like the Abarth 500e, VW ID.3 GTX, and Peugeot E-208 GTi. The future of traditional hot hatches, revered for their engaging driving dynamics, appears uncertain as electric vehicles gain prominence.

The cessation of the Focus ST production symbolizes more than just the end of a single model; it represents a pivotal moment in the automotive industry's evolution. As manufacturers adapt to environmental mandates and changing consumer preferences, the focus is increasingly on electric mobility and diverse vehicle segments like SUVs. While this transition presents new opportunities for innovation and sustainable transport, it also necessitates acknowledging the closure of a beloved era for car enthusiasts who cherished the spirited performance and accessibility of hot hatchbacks. Moving forward, the industry's challenge will be to capture the essence of driving pleasure within the framework of future technologies and environmental responsibilities.