USA
Porsche Ranked Number One for Customer Loyalty Among Premium Car Owners in 2025 J.D. Power Study: Porsche has once again secured its position as the top brand for customer loyalty among premium car owners, according to the 2025 U.S. Automotive Brand Loyalty Study by J.D. Power. Impressively, this marks the fourth consecutive year that Porsche has earned the leading spot, demonstrating the brand’s consistent ability to retain its customer base.
In the latest study, J.D. Power evaluated whether vehicle owners chose to repurchase the same brand when trading in their existing car for a new purchase or lease from franchised dealers. Notably, Porsche outperformed all other luxury competitors, further reinforcing its strong emotional and performance-driven connection with drivers.
Transitioning to customer sentiment, Timo Resch, President and CEO of Porsche Cars North America, Inc., expressed his appreciation for the brand’s loyal community.
“Our customers are at the heart of everything we do as a company,” he said. “For our customers to return to buy our cars again and again is truly gratifying and reflects the dedication of thousands of employees—both at our Atlanta headquarters and across independently owned Porsche Centers nationwide. Without them, these back-to-back awards would not be possible.”
Since 2018, the study has relied on comprehensive data from the Power Information Network, which includes transaction records from more than 16,000 affiliated dealers. These dealers document trade-ins and purchases within their Dealer Management System. Moreover, the study spans five key automotive segments: premium car, premium SUV, mass-market car, mass-market SUV, and truck.
The 2025 ranking is based on transactions recorded from September 2024 to August 2025, covering all model years traded in for new vehicles. Consequently, the findings reflect real-time consumer behavior and highlight Porsche’s enduring appeal in the competitive luxury market.
