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U.S. Vehicle Brand Loyalty Climbs to Five-Year High in 2025, According to LexisNexisRisk Solutions
LexisNexis® Risk Solutions, a leading provider of data and analytics for the insurance and automotive industries, announced that U.S. vehicle brand loyalty remains steady at 51.4% in 2025, according to its third annual U.S. Automotive Brand Loyalty Study. The year-end analysis shows brand affinity resilience as automakers navigate higher vehicle prices, expanding electric vehicle (EV) options and shifting fuel incentives. Through its automotive brand loyalty analysis, LexisNexis Risk Solutions p
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Third annual U.S. Automotive Brand Loyalty Analysis shows brand affinity remains steady despite higher vehicle prices, expanding EV options and shifting fuel incentives ATLANTA , Jan. 13, 2026 /PRNewswire/ -- LexisNexis® Risk Solutions, a leading provider of data and analytics for the insurance and automotive industries, announced that U.S. vehicle brand loyalty remains steady at 51.4% in 2025, according to its third annual U.S. Automotive Brand Loyalty Study . The year-end analysis shows brand affinity resilience as automakers navigate higher vehicle prices, expanding electric vehicle (EV) options and shifting fuel incentives. Through its automotive brand loyalty analysis, LexisNexis Risk Solutions provides automakers (OEMs) with a data-driven view of how U.S. consumers' purchasing and repurchasing behaviors are evolving across vehicle types and ownership cycles. Key Takeaways Key Observations "Loyalty is reemerging as a critical competitive metric, with our analysis showing overall U.S. vehicle brand loyalty holding to 51.4% in 2025," said Dave Nemtuda, associate vice president, vehicle intelligence, LexisNexis Risk Solutions. "At the same time, performance across brands is far from uniform. Some automakers are pulling ahead through loyalty-driven strategies and stronger hybrid retention, while EV loyalty is becoming more fragmented as owners explore a growing number of electric options." Brand Loyalty To assess brand-level performance, LexisNexis Risk Solutions analyzed purchased vehicles in 2025, comparing newly purchased vehicles with those already owned in the garage. Influencing Factors Several macroeconomic and policy-driven factors influenced vehicle purchasing and repurchasing behavior in 2025. Key Observations "As automakers navigate shifting strategies and market conditions, consumers are feeling real pressure from higher vehicle prices, lower incentives and federal policy changes," said Mike Yakima, director, vehicle intelligence, LexisNexis Risk Solutions. "Brands that understand these crosscurrents and deliver value across the entire ownership journey, not just at the point of sale, will be best positioned to sustain and grow loyalty as the industry moves forward." About LexisNexis Risk Solutions LexisNexis® Risk Solutions harnesses the power of data, sophisticated analytics platforms and technology solutions to provide insights that help businesses across multiple industries and governmental entities reduce risk and improve decisions to benefit people around the globe. Headquartered in metro Atlanta, Georgia, we have offices throughout the world and are part of RELX (LSE: REL/NYSE: RELX), a global provider of information-based analytics and decision tools for professional and business customers. For more information, please visit www.risk.lexisnexis.com , and www.relx.com . CONTACT: Annalysce Baker, 1-678-436-1579, [email protected] View original content to download multimedia: https://www.prnewswire.com/news-releases/us-vehicle-brand-loyalty-climbs-to-five-year-high-in-2025-according-to-lexisnexisrisk-solutions-302658812.html