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Subaru’s SUV Owners Send A Message

Which automaker has the most loyal SUV customers? According to the 2023 J.D. Power U.S. Automotive Brand Loyalty Study, Subaru is the best-ranked for its SUVs. Check out the top car brands in customer loyalty.

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Subaru of America just received a message from their SUV owners. They don't just like their new Outback, Crosstrek, and Forester SUVs; they love them. That's what the 2023 J.D. Power U.S. Automotive Brand Loyalty Study reveals. 

According to the new J.D. Power U.S. Automotive Brand Loyalty Study, Subaru is the top-ranked car brand for Customer Loyalty among Mass Market (non-luxury) Brand SUV Owners.

Customers with the 2024 Subaru Ascent SUV

I have covered Subaru's loyalty rate for over twelve years, and in 2021, Subaru ranked number one overall. They dropped to number two in 2022 and are now back with the most loyal customer SUV ranking. 

"As vehicle availability increased and more choices hit the U.S. consumer market, loyalty among brands as a whole saw a decline this year," said Tyson Jominy, vice president of data & analytics at J.D. Power. But not the Subaru Outback, Crosstrek, Forester, Ascent, and Solterra SUVs. 

Customers with the 2024 Subaru Outback

Subaru passes Toyota to regain the top spot.

In the latest study, Subaru of America announced that J.D. Power ranks the automaker highest among mainstream brand SUV owners, with a 61.1 percent loyalty rate. Subaru earned the highest overall score across mainstream SUVs.

Subaru passed Toyota this year as Toyota ranks second with a 60.5 percent loyalty rate. The J.D. Power report says Volvo ranks highest among premium brand SUV owners, with a 56.5 percent loyalty rate, and BMW (56.1%) ranks second.

"However, many of the highest-ranking brands (like Subaru) perform similarly year after year. When vehicles deliver an experience that meets owner expectations, such as by offering superb build quality, owners will likely reward brands with their loyalty." 

SUV shoppers have a lot of choices.

"With the vast amount of vehicle choices available to consumers today, it is even more meaningful for Subaru to have such loyal customers as part of our Subaru Family," said Jeff Walters, President and Chief Operating Officer Subaru of America, Inc. "We believe in our goal to be 'More Than a Car Company,' and the loyalty displayed by our valued customers reinforces the importance of providing a reliable product and building a personal relationship." 

Now in its fifth year, the J.D. Power U.S. Automotive Brand Loyalty Study examines customer loyalty based on the percentage of vehicle owners who choose the same brand when trading in or purchasing their next vehicle at new vehicle franchised dealers. 

The 2023 study calculations are based on transaction data from September 2022 through August 2023 and include all model years traded. The study consists of brand loyalty across five segments: premium car, premium SUV, mass-market car, mass-market SUV, and truck. 

Subaru has succeeded even with inventory challenges. 

I've written numerous articles on how Subaru keeps customers from straying to another car brand. For the most part, Subaru listens to customers concerning what new products they want. But the automaker could be better, and they make mistakes. 

Some things are out of their control, like supply chain issues and microchip shortages, which have created fewer new cars being manufactured. The problems have also delayed the launch of its latest models. 

Despite tight inventory challenges at Subaru of America, the Camden, N.J. automaker pulled itself back up to the number one ranking in customer loyalty with its new SUVs. 

Subaru is doing a lot right with the all-new 2024 Crosstrek subcompact SUV, Outback midsize SUV, and Solterra EV SUV. 

Subaru delayed the sixth-generation Forester to get it right.

Subaru is finally ready to launch its next new model, the all-new 2025 Forester compact SUV, which will arrive in North America next spring. Bill Stokes, Subaru of America car line planning manager, told WardsAuto, "It's one of the most important vehicles in our lineup and an iconic vehicle for us, so we must get this vehicle right."

Subaru's SUV owners send a message saying they don't like the new SUVs, but they love them. Now, can Subaru keep them there?

Thanks for reading, everyone. I hope you enjoyed this Subaru SUV 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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Check out: How Subaru Plans To Maintain Its Unlikely Success YouTube video

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 blogSubaruReportAll Subaru, WRXSTI, @DenisFlierlFacebook, 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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Kenneth Van Sickle (not verified)    November 22, 2023 - 6:56PM

Too many Subarus still have engine head gasket and cvt transmission problems. Need to abandon flat four engine.

Jim Birch (not verified)    November 25, 2023 - 9:17AM

I love that Subaru has listened to customers about the latest infotainment panel design. Not only has the panel been upgraded and redesigned with customer input, but almost all of the updates have been made available to previous model years through a firmware download or dealer install.