Brand loyalty study finds that Toyota keeps winning hearts but Tesla is breaking them

Toyota is winning the hearts of drivers, according to the latest round of a major brand loyalty study.

The Japanese brand has enjoyed a massive spike in loyalty as of June 30 this year.

As a matter of fact, Toyota enjoys a level of loyalty over 12 points higher than the industry average.

On the other end of the spectrum is Tesla, with the EV giants seeing an enormous decline in brand loyalty.

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Toyota big winner from brand loyalty study

Toyota has come out on top in the latest brand loyalty study in America.

The study, conducted by LexisNexis, measures this through a pretty simple metric.

By far the most reliable way of measuring loyalty is by analyzing ‘repurchase and retention behavior’.

To put that simply, if someone purchased from a brand in 2010 and then re-purchased in 2015, that is provable.

So if you look at what people buy versus what they trade in, then the math becomes quite simple.

As of June 30th, brand loyalty across the board sits at 53.3%, which means about half of all drivers are staying loyal to their favorite brands.

Toyota currently tops the LexisNexis study with a 65.4% rate.

That represents a 12.1% increase against every other brand.

And the news happens to get even better for Toyota.

When examining individual vehicles, the Toyota RAV4 is the single biggest winner.

That vehicle was measured as having a scarcely-believable 69.4% loyalty rate.

Tesla is spiralling in 2025

Unfortunately, for every winner, there also has to be a loser.

And Tesla is the recipient of this unwanted honor in the NexisLexis’ list.

Tesla’s struggles and woes this year have been more than well covered.

Prior to the COVID-19 Pandemic, Tesla had a brand loyalty rating of 60.9%.

As of June 30th, that rating has dropped to 54.2%.

That figure still represents more than the industry average, but it does so by the narrowest of margins.

So, what is it exactly that is chipping away at Tesla brand loyalty?

The first and most obvious reason appears to be the increase in competition.

EV brands such as Rivian, as well as traditional brands like Volkswagen, are eating into Tesla’s market share.

What makes this even more concerning for Tesla is the fact that its Chinese rivals currently aren’t allowed to compete in America.

If brands like BYD were available, it’s possible Tesla’s brand loyalty might be even lower.

The rise in cost for EV cars also appears to be turning people away from the brand.

Although used Tesla cars can be bought for cheaper, they are still considered luxury vehicles. The post Brand loyalty study finds that Toyota keeps winning hearts but Tesla is breaking them appeared first on Supercar Blondie.