Which brands have the most customer loyalty?

Choosing your car is a fundamentally emotional decision. We’ll always recommend doing your research and taking the time to choose the model that best fits your budget and criteria, but underneath that sensible approach is an inescapable truth. We all have affinities to particular brands that influence our decisions for largely emotional reasons. That emotional connection is the basis of customer loyalty, and the results are on full display in the Carwow Driver Power survey.

The latest annual Driver Power survey, one of the largest surveys of UK car buyer opinions, has identified the five carmakers with the most loyal customers.

Whether it’s a childhood memory, or some significant experience in your life, cars have a habit of working their way into our affections. When we find one we like, we tend to be drawn back to it during our car-driving career, often working through a number of different models from our favoured brands.

Sepi Arani, Global Managing Director - 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.” Driver Power, which is part of the Carwow Group, questioned over 23,000 UK car owners to compile this year’s survey. That’s an awful lot of childhood memories and car-buying experience to draw on.

In car terms, these are the brands that have done the best job of playing with our emotions. It’s also a reflection of their reputations for offering drivers exactly what they want from their cars: reliability, economy, comfort, and so on.

1st - Toyota

The latest survey results couldn’t be clearer. Toyota drivers have declared themselves the most brand loyal, with 75% saying they would choose another model from the Japanese manufacturer when the time comes to change their car.

As a measure of a brand that consistently delivers it’s hard to argue with that level of loyalty.

Choosing to lease a Toyota opens up a range of options to suit the vast majority of drivers. Toyota’s impressive offering embraces every class of car, many of which feature the latest hybrid and EV powertrains for optimum efficiency. From the Aygo city car ideal for urban living to the virtually unstoppable Land Cruiser 4x4, Toyota drivers have shown their willingness to return to the brand again and again.

The pick of the current Toyota range includes the award-winning Yaris range – alongside the added practicality of the Yaris Cross version. The return of the Corolla to Toyota’s lineup has widened the choice even further, offering both the Corolla hatch and Corolla estate. There’s even an option for the true driving enthusiast in the shape of the astonishing Toyota GR Yaris.

2nd - Tesla

In purely production terms Tesla falls a long way short of Toyota’s numbers, but for the purposes of the brand loyalty survey the American EV-maker was actually a lot closer. 70% of Tesla drivers said they would stay with the brand, putting it in second place in the survey.

The Tesla range may only consist of four models but that hasn’t stopped the brand being a leader in the development of the EV market. Tesla is perceived as being more innovative than its rivals, a factor that has influenced its growth as the premium EV choice for a lot of people. And according to the survey results, the positive customer experience is largely responsible for bringing them back.

3rd - Lexus

The final podium place in this year’s survey is occupied by Lexus. And yes, that does essentially make this a double celebration for Toyota with both the core brand and the premium brand occupying places in the top three. It seems that choosing a Lexus is almost as much a guarantee of satisfaction as going with a Toyota.

In terms of brand loyalty, 68% of Lexus drivers referenced positive past experience with the brand and its perceived reputation for safety as key factors. Leasing a Lexus is a simple route to a reliable driving experience that combines the latest technology and a high level of refinement and luxury.

The Lexus range encompasses everything from the city-oriented Lbx hatchback to the performance-car numbers of the LC 500 coupe, taking in a couple of premium saloons on the way. Given Lexus’s pioneering approach to the hybrid SUV market though, it’s the crossover model ranges such as the UX, RZ, NX, and RX that stand out.

4th and 5th place in the survey was actually a dead heat with both brands ending the survey with a loyalty rate of 67%. And so, in no particular order other than alphabetical…

Kia

One of South Korea’s oldest carmakers, Kia’s fortunes began a definitive upward trend when the designer of the original Audi TT took up the role of Chief Design Officer in 2006. Since then, a constant stream of steadily improving models and a signature design theme has elevated Kia to one of the most successful car brands in the UK.

The survey results show the result of Kia’s growing reputation, with drivers particularly valuing past experience, followed by reputation and value for money. With a wide range of models in the lineup, and a growing focus on the development of all-electric drivetrains, Kia offers generous equipment levels and a comfortable driving experience to go with the great value for money.

You won’t be disappointed if you decide to lease any of Kia’s current range, whether it’s the little Picanto or the full-size SUV Sorento. If you want the pick of the range though, Kia’s latest, award-winning all-electric lineup of the EV3, EV6, and EV9 are well worth your consideration.

Subaru

As a brand, Subaru has been sailing under the radar for a long time. Rather than being a criticism, it’s that very understated approach that has allowed it to build an incredibly loyal following.

With the exception of the all-conquering Subaru Impreza rally car, the brand prefers to concentrate on a range of practical cars that offer almost bullet-proof levels of reliability. Subaru drivers responding to the survey largely attributed their choice to a positive prior experience, safety, and that solid reputation.

The current Subaru lineup includes the estate/crossover ranges of the XV, Crosstrek, and Outback models, as well as the SUV Forester. The aforementioned Impreza still has a place, albeit with slightly less fire-breathing these days, while the latest EV technology is represented in the new all-electric Solterra.