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CarMax Says Subaru Does Not Have The Most Loyal Customers

Would you buy a Subaru Forester, Outback, Crosstrek, or another Subaru model if you are trading your vehicle in? A new report from CarMax reveals just how loyal Subaru owners are or aren’t.
2022 Subaru Forester

Subaru owners are not as loyal as some surveys say. I reported last year that Subaru is back in first place, according to the 2023 J.D. Power U.S. Automotive Brand Loyalty Study. J.D. Power noted Subaru ranks highest among mass-market (nonluxury) brand SUV owners, with a 61.1 percent loyalty rate in the latest study.

The new study from CarMax says approximately one in five CarMax customers are brand loyal and purchase the same brand as their trade-in. But Subaru is even lower than the average of 20 percent. 

Subaru customers with a Crosstrek

CarMax customers trading in a Subaru vehicle only purchase another Subaru model 19.9 percent of the time. But that is much different than I've observed in two decades of covering the Subaru brand. I would say there's something else at play with CarMax. 

How did CarMax determine brand loyalty?

CarMax says, "Nearly six years later, we're revisiting the topic to build on the findings with fresh insights using data from CarMax purchases with trade-ins from January 1, 2023, through December 31, 2023.”

Subaru customers with a Forester

The top 15 Car Brand CarMax Rank By Brand Loyalty

  1. Toyota
  2. Mercedes-Benz
  3. Lexus
  4. Ram
  5. Tesla
  6. Porsche
  7. Cadillac
  8. BMW
  9. Honda 
  10. Ford
  11. Audi
  12. Subaru
  13. Chevrolet
  14. Volvo
  15. Jeep

MY TAKE

Why are CarMax Subaru customers less loyal? 

I think these things are important for Subaru customers to know.

1. CarMax likely doesn't have a large Subaru used car inventory. They are finding few Subaru vehicles at the dealer auction, so CarMax buyers only have a few to choose from. 

2. As I've reported, the Subaru Forester, Outback, and Crosstrek SUVs are in high demand. Subaru does not send their used models to auction. They keep them for themselves.

3. From what I've seen, a used Subaru model has less profit. CarMax salespersons will sell you a vehicle where they make the most money. 

4. CarMax makes more money when they sell you a Mercedes-Benz, Lexus, Tesla, Porsche Cadillac, or BMW. Those models are the top-ranked models they sell, according to their data. 

This is the latest information regarding the Subaru models that were used. I'll keep you updated with any new information.

Until then, visit torquenews.com/subaru regularly and bookmark the page for my latest updates.

What about you? Will you buy another Subaru when you trade your current Subaru model in? Let us know in the comments below.

Thanks for reading, everyone. I hope you enjoyed the Subaru loyalty story. See you tomorrow for my latest Subaru Report.

For additional articles related to new Subaru models, here are a few of my top stories you may enjoy. 

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Watch The Ultimate Used Subaru Buyer's Guide

I am Denis Flierl, a 12-year Torque News senior writer with 20+ years of Subaru and automotive journalism experience. I enjoy bringing you, the Subaru fans and customers, the most up-to-date Subaru news, reviews, and new model information. You'll find the latest Subaru stories on the Subaru page. Follow me on my The Dirty Subaru website, Dirty Subaru blog, SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.

I’ve got you covered! - I cover all Subaru all the time - It’s called the “Subaru Report.” Check back daily for my expert Subaru analysis!

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photo credit: Subaru

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Comments

Cary Raffle (not verified)    March 15, 2024 - 4:11PM

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Why is the headline that Subaru users are not brand loyal when the data is so skewed - as the article says. Some of the worst reporting.

Doug Meyers (not verified)    March 18, 2024 - 12:36PM

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We bought our first Subaru Forester in 2013, traded it on another in 2019 and in 2023 I traded my F150 in for a 2024 Outback. In addition 2 of our daughters own 2 Foresters and an Impreza. I'll not buy another brand as long as Subaru keeps making them as great as these have been.