Toronto, Ontario -- Toyota has claimed the top spot in U.S. vehicle brand loyalty, according to a new mid-year report from LexisNexis Risk Solutions.
The 2025 Automotive Brand Loyalty Study, based on new vehicle registration data from January through June, shows Toyota with a 65.4 percent loyalty rate, the highest of any automaker. Among RAV4 owners specifically, loyalty rose to 69.4 percent.
Tesla, which led the rankings in 2024 with 60.9 percent, fell to seventh place in the first half of 2025, with a loyalty rate of 54.2 percent.
The study defines brand loyalty as the percentage of households that return to market and purchase another vehicle of the same brand.
Overall, U.S. brand loyalty increased to 53.3 percent, up from 52.1 percent at the end of 2024. This marks the third straight quarter of improvement and puts loyalty figures within one percentage point of pre-pandemic levels, which reached 54.3 percent in late 2019.
The LexisNexis study is based on proprietary data and covers all vehicle brands with statistically significant volumes. It is updated biannually to reflect changes in consumer buying behaviour.
