JD Power Says This Premium Import Brand Leads In SUV Customer Loyalty

Choosing to buy a new car in today's economy can feel like a gamble. With car loan interest rates remaining high, and a growing number of people paying over $1,000 a month in car payments, chances are good you don't want to buy a car unless you have some kind of guarantee of its quality -– and its value. For this reason, many might prioritize premium car brands with the expectation that the higher price tag comes with a quality guarantee. However, not all premium brands are the same. This is where brand loyalty can be especially important. According to the JD Power 2025 U.S. Automotive Brand Loyalty Study, Lexus was the stand-out among premium SUV brands. Winning the top spot for the second year in a row, Lexus boasted a 57.4% loyalty rate.

If you find yourself wondering how brand loyalty relates to your wallet, Tyson Jominy, senior vice president of data & analytics at JD Power, explained in the study, "Brand loyalty matters to vehicle buyers because it's often associated with higher residual values, making vehicles from trusted brands a more financially sound choice over time." As new car prices continue to climb, it can be more important than ever to consider the long term financial implications of a car purchase. With this in mind, prioritizing car brands that can ensure long term value can help mitigate the sting of any new car purchase. Plus brand loyalty can be an easy way to help you find the car brand, or even model, that might be right for you.

On top of being one of the brands that costs the least over time due to fewer repairs and higher reliability, Lexus vehicles can also help your future car shopping budget. Residual value can be a key factor when purchasing a new car, as it can help you know just how much your vehicle might be worth when you eventually want to sell or trade it in on a new vehicle down the road. In this, Lexus far exceeds its competitors. According to CarEdge, the Lexus brand boasts a 61.7% 5-year resale value -– the best among all luxury brands. The next closest brand, Mercedes-Benz, has only a 53.8% resale value after 5 years.

When it comes to individual models that might offer the best residual value, a Lexus shopper has a ton of options to choose from. According to iSeeCars, Lexus boasts the best resale value among all luxury hybrid, plug-in hybrid, and electric SUVs as well as all luxury subcompact SUVs, small and compact SUVs, and midsize SUVs. Some of the best examples being the Lexus UX 200, which boasts a 70.7% 5-year resale value, the Lexus NX 350 which has a 68.1% 5-year resale value, and the Lexus RX 350 which has a 67% 5-year resale value.