Not Tesla, Not Mercedes-Benz: JD Power Says This Premium Car Brand Leads In Customer Loyalty

Buying a luxury vehicle can be a serious and life-changing investment, so it can be a good idea to weigh a manufacturer's reputation for customer loyalty into your decision. Repeat customers can serve as living reviews for a brand's reliability. For instance, if a sizable portion of people spend luxury-car-level money on the same brand more than once, it says quite a lot about the quality of that company's products.

In the JD Power 2025 Automotive Brand Loyalty Study, Porsche maintained its spot as the No. 1 premium car brand in terms of customer loyalty for the fourth year in a row. According to the study, 58.2% of Porsche drivers bought a new Porsche after trading in an existing one. In 2025, Porsche reported selling 76,219 cars in the U.S., and seeing as its most affordable models sell new for over $65,000, the brand likely turned a tidy profit. That said, Porsche didn't have a perfect 2025: The European car brand's stock took a major hit, and Mercedes-Benz — the No. 2 luxury brand in JD Power's loyalty rankings — outsold Porsche by nearly four times that year.

Still, with a versatile selection of cars available at a wide range of prices — and a strongly cemented cultural footprint – Porsche puts almost as much effort into fostering a community of loyal fans as it does into its arsenal of high-performance vehicles.

Porsche may not rank among Consumer Reports' most reliable luxury car brands, but the company is often celebrated for offering race-worthy engineering with everyday functionality. However, that versatility can come at a cost: Porsche's flagship 911 Carrera has a new starting price of $135,500 in 2026, with higher-end trims like the GT3 listing for over $235,000.

It's worth noting that several Porsche models offer impressive resale value. For example, Kelley Blue Book reports a 2020 Carrera only lost 3% of its resale value from 2023 to 2026 — and some trims are even more valuable in 2026 than they were years earlier. Similarly, iSeeCars reported that the more affordable Porsche 718 Cayman depreciated slower over five years than any other car currently on the market, as of March 2026. This could help lower your out-of-pocket expenses down the road if you decide to trade up to a newer model and make your Porsche feel more like an investment than a more typical car purchase.

Porsche models also tend to stay reliable for extended periods of time. In fact, it's commonly estimated that owners can drive them for between 150,000 and 200,000 with proper maintenance. Though, like the cars themselves, that maintenance comes at a cost, with some Porsche dealerships warning that drivers can spend upwards of $2,000 per year on upkeep — an expense that can help inform why the Porsche Panamera is one of the worst luxury cars for retirees.