SCHAUMBURG, Ill. -

Subaru and Ford are on top of two loyalty rankings released by Experian Automotive on Tuesday, while the ranking of individual model loyalty was dominated by luxury vehicles.

According to Experian’s analysis of roughly 6.8 million household repurchases that put pen to paper between October 2014 and September 2015, Subaru and Ford ranked highest, first and second, respectively, in both brand loyalty and manufacturer loyalty.

Looking at individual models, Land Rover’s Range Rover was the model with the most repeat buyers (48.2 percent).

As an overall manufacturer, Toyota ranked third-highest in customer loyalty — but on a brand level, Mercedes-Benz was the third-highest overall in brand loyalty while also ranking first in the luxury brand rankings.

“It’s exciting to see that manufacturers’ efforts to improve owner loyalty are working,” said Brad Smith, director of automotive statistics and consulting at Experian. “Over the last few years, loyalty rates have increased, and these improvements are key to the industry. Understanding rates of consumer loyalty among vehicle brands, makes and models helps to drive better business decisions, such as a dealer selecting inventory and targeting advertising or a manufacturer making adjustments to a vehicle’s design and creating more competitive promotional strategies.”

Here are the top 10 loyalty rankings for each metric, provided by Experian:

Manufacturer Loyalty Top 10
Manufacturer Loyalty Rate (%)
Subaru 67.7
Ford 67.5
Toyota 67.3
General Motors 67.2
Fiat Chrysler 65.5
Daimler 64.9
Kia 63.2
Honda 61.3
Hyundai 61.3
Nissan 61.2
Overall Brand Loyalty Top 10
Brand Loyalty Rate (%)
Subaru 67.7
Ford 66.7
Mercedes-Benz 65.1
Toyota 63.5
Kia 63.2
Hyundai 61.3
Nissan 61.1
Chevrolet 60.7
Lexus 60.7
Honda 59.9
Luxury Brand Loyalty Top 10
Brand Loyalty Rate (%)
Mercedes-Benz 65.1
Lexus 60.7
BMW 57.4
Porsche 57.2
Lincoln 57
Audi 54.7
Land Rover 51.6
Cadillac 49.2
Infiniti 45.7
Acura 43.8
Model Loyalty Top 10
Model Loyalty Rate (%)
Land Rover Range Rover 48.2
Mercedes-Benz S Class 46.6
Lincoln MKZ 44.8
Mercedes-Benz 2500 Sprinter Van 44.8
Nissan Leaf 44
Ram 1500 42.9
Lexus RX 350 42.7
Hyundai Genesis 42.5
Kia Soul 42
Subaru Forester 41.1

Some other interesting facts found by Experian’s study include the following:

  • North Dakota is the state with the most brand-loyal customers (67.2 percent), followed by Michigan (66.4 percent) and Iowa (65.8).
  • 69 percent of lease customers stayed loyal to their brands during the timeframe of Experian’s study, followed by 56.9 percent of consumers with loans.
  • Customers who finances with manufacturer captive finance companies (Ford Credit, Toyota Financial, etc.) were more loyal (63.8 percent purchased same brand again) compared to customers with independent bank loans (58 percent).