A July 2026 study from Rerev finds Toyota owners are the least likely to switch brands when buying their next vehicle. Using dealership data from the 2026 Reynolds and Reynolds report, the research tracked how often owners returned to the same brand at trade‑in time and combined those results with Consumer Reports’ would‑buy‑again survey of about 380,000 car owners.
Toyota retained 62.6 per cent of its customers, the highest rate among major automakers and well above the national average of 42 per cent. The study also found that 65 per cent of Toyota owners said they would buy the brand again.
Lexus ranked second with a 54 per cent retention rate and a 66 per cent would‑buy‑again rate. Honda placed third, keeping 52 per cent of its customers and recording a 64 per cent would‑buy‑again rate.
Subaru held nearly half of its buyers and posted a 69 per cent would‑buy‑again rate, while BMW rounded out the top five with a 50 per cent retention rate and the highest satisfaction score at 71 per cent.
Jeep had the lowest retention rate in the study, with fewer than 3 in 10 buyers returning to the brand.
The report says loyalty trends reflect ownership experience, reliability and cost of ownership, and notes that American brands have struggled to maintain retention as competition increases.
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