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New Study Says Subaru Is Top In Brand Loyalty - Why You Say They’re The Best

What makes Subaru dealers different from all other car brands in loyalty? Many things set them apart for customers. Subaru also has one all-wheel-drive vehicle you are the most loyal to.

Only a few customers like their new car dealer after they purchase a new vehicle because they generally have a terrible experience. But Subaru dealers are different than all other car brands. Many things set them apart for customers.

Subaru of America announced that they had been awarded for having the highest overall loyalty to the dealer for the 2022 calendar year in the 27th annual Automotive Loyalty Awards by S&P Global Mobility.

2023 Subaru Outback
photo credit: Patrick Subaru

In the 27th annual Automotive Loyalty Awards by S&P Global Mobility, Subaru won the "Overall Loyalty to Dealer" for the first time. The report says 38 percent of Subaru owners will buy their next vehicle from the same dealer, the highest of any car brand.

The study says loyalty is determined when a household that owns a new vehicle returns to the market and purchases or leases another new vehicle of the same make, model, or car brand. This year's awards are based on analyzing new vehicle registrations during the 2022 calendar year.

2023 Subaru Outback
photo credit: Patrick Subaru

Tom Doll, President and CEO at Subaru of America said, "Retaining the trust of Subaru owners is at the heart of so much of what we do. It's a testament to the dedication of our nationwide network of retailers that car buyers continuously return for an experience they can count on, as well as vehicles they trust and love."

What sets the Subaru brand apart from all other automakers?

Subaru says they do it by working to earn a customer's loyalty by providing top-notch experiences from purchase to ownership.

How does Subaru keep customers happy in the current new model environment? In a recent J.D. Power study, Subaru also scored high. Buyer satisfaction scores use six factors in order of importance; delivery process, dealer personnel, working out the deal, paperwork completion, dealership facility, and dealership website. Subaru scores higher in all areas than all but two automakers.

In another report, Reputation, the global leader in reputation experience management, revealed findings from its annual automotive industry report and found Subaru is the number one car brand in keeping customers happy.

Subaru delivers a positive resale online digital experience and good customer service during and after the sale. Subaru is also managing the inventory shortage well and not overpricing its new 2023 Forester, Outback, Crosstrek, and other models. As a result, Subaru's customer satisfaction ranks number one among mainstream car brands in the study by Reputation.

2023 Subaru Outback
photo credit: Patrick Subaru

Subaru Outback wins the top loyalty award.

Additionally, the Automotive Loyalty Awards says the 2023 Subaru Outback is a big winner among all Subaru nameplates. The Outback wins a segment model loyalty award among all shoppers looking for a new midsize SUV.

The study says that most midsize SUV buyers (ranking all car brands) will return to purchase a Subaru Outback. That's amazing considering the segment's top models like the Toyota Highlander, Ford Explorer, Honda Pilot, Hyundai Santa Fe, Kia Telluride, Mazda CX-9, and Hyundai Palisade.

What do customers say?

When asked by Consumer Reports (CR), "would you buy this car again," seventy percent of Subaru Outback owners would definitely purchase that exact vehicle again. CR's owner-satisfaction ratings are determined by the percentage of those who answered "definitely yes" to the question asked by the Consumer Reports Annual Auto Survey "Considering all factors (price, performance, reliability, comfort, enjoyment, etc.), would you get this car if you had to do it all over again?".

What makes Subaru dealers different from all other car brands in loyalty? The report says Subaru retailers work to earn their loyalty by giving them a positive buying experience. And the Subaru Outback is the nameplate you are most loyal to.

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2024 Subaru Outback WildernessDenis 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: main image Patrick Subaru


John Goreham    March 9, 2023 - 12:28PM

I'm on number four and have owned a Legacy GT, 2 generations of Outabcks, and a Forester. Subaru does a lot of things right. For me, it's the snow and trail capability that keeps me coming back.