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New Study Says Subaru Customers Are The Most Loyal Of All Mainstream Brands

How loyal are Subaru owners? The 2020 Subaru Forester and Outback are the top 25 selling nameplates, and Subaru scores number one in brand loyalty among all mainstream brands.


Are Subaru owners loyal to the brand and their all-wheel-drive cars? According to a new report from Experian, Subaru owners are the most loyal of any mainstream brand and more loyal than Toyota and Honda. The report shows Subaru scores the best mainstream brand with 67.8 percent of owners returning to buy another Subaru model when they are ready to buy again.

The report reveals the 2020 Subaru Forester is the number fifteen best-selling model in America, and the 2020 Subaru Outback is number twenty on the list of best-selling models in 2020. More owners return to buy the Forester compact SUV and Outback wagon.

2021 Subaru Forester, 2021 Subaru Outback

The report also says Subaru scores highest in “household” loyalty among mainstream brands. Household loyalty is when a buyer registers a new vehicle, and someone in the same household already had registered one from the same brand. Subaru owners have a 72.2 percent rate of purchasing another Subaru model within the same family.

The Experian report shows because of COVID-19, Subaru sales are down 16.9 percent through the third quarter of 2020, but total industry sales were down 18.4 percent. Subaru is doing better than the overall auto industry in terms of market share.

2021 Subaru Forester, 2021 Subaru Outback

The latest 2020 J.D. Power Brand Loyalty Study also reveals Subaru is number one in brand loyalty among all mainstream automakers scoring a 60.5 percent loyalty rate. Subaru topped Toyota (60.3 percent) and Honda (58.7) and have done it two years in-a-row.

The Power study ranked Subaru highest overall in the automotive industry-beating luxury brands Lexus (48 percent), Mercedes-Benz (47.8), Porsche (44.9), and Audi (43.4).

In another recent 2020 Consumer Reports study, “Which Car Brands Make the Best Vehicles?”, Subaru is the number one mainstream automaker and not far behind luxury brands Porsche and Genesis. Subaru scores an 81 in the scoring while Genesis gets 84 points and Porsche 86 points.

The 2020 Subaru Forester and Legacy are also the best vehicles in CR’s “Top 10 Picks of 2020” scoring.

The 2021 Subaru Forester and 2021 Subaru Outback are the top nameplates in the Japanese automaker’s all-wheel-drive lineup. Experian says Subaru owners were the most loyal of any mainstream brand in 2020.

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Denis Flierl has invested over 30 years in the automotive industry in a consulting role working with every major car brand. He is an accredited member of the Rocky Mountain Automotive Press. Check out Subaru Report where he covers all of the Japanese automaker's models. More stories can be found on the Torque News Subaru page. Follow Denis on Facebook, Twitter, and Instagram.

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Photo credit: Subaru, Experian, Adventure Subaru