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Brand Loyalty is Declining for Most Luxury Automakers

New research conducted by S&P Global Mobility has found that brand loyalty—measured as the percentage of buyers that go back to the same brand for their next vehicle—is falling across the luxury segment.

In this infographic, we’ve visualized the results of this research, which spans from January 2020 to April 2022.

Brand Loyalty Losers

The following brands have all experienced a drop in brand loyalty over the time period.

For additional context, we’ve also included each brand’s score in the J.D. Power 2022 Initial Quality Study. This is measured based on the number of problems experienced per 100 vehicles (PP100) in the first 90 days of ownership.

Brand	Percentage Point Change in Brand Loyalty	PP100
Land Rover	-9.2	193
Porsche	-8.5	200
Lincoln	-7.9	167
Audi	-7.3	239
Mercedes-Benz	-7.0	189
Alfa Romeo	-6.6	211
Cadillac	-6.4	163
Volvo	-5.3	256
Infiniti	-5.2	204
Jaguar	-5.1	210
Lexus	-4.8	157
Luxury average	-4.5	199
Acura	-2.7	192
BMW	-2.3	165

Land Rover experienced the biggest drop (Read more...)