For the second year in a row, Honda has earned the top spot for brand loyalty among mainstream SUV owners, according to the J.D. Power 2025 U.S. Automotive Brand Loyalty Study. This recognition reflects the strong customer commitment across Honda’s SUV lineup, including the HR-V, CR-V, Passport, Pilot, and the all-electric Prologue. The award highlights Honda’s continued excellence in delivering vehicles that keep drivers coming back.
“In the auto industry, owner loyalty is one of the most valued measures of success, so receiving the J.D. Power Brand Loyalty award for the second consecutive year is meaningful recognition for the Honda brand,” said Jessika Laudermilk, assistant vice president of Honda Auto Sales. “Thanks to the dedication of the Honda associates who design and build1 our rugged SUVs, along with the commitment of our dealer network to creating an outstanding customer experience, we continue delivering outstanding value, sales and service that earns the loyalty of our customers.”
The J.D. Power 2025 U.S. Automotive Brand Loyalty Study, now in its seventh year, measures the loyalty of vehicle owners by analyzing whether customers choose the same brand when trading in or purchasing their next vehicle. J.D. Power Awards are then presented to the brand that earns the highest loyalty rate in each of following segments: owners of mainstream and luxury SUVs, car and truck owners.
“This achievement reflects Honda’s unwavering commitment to delivering a best-in-class ownership experience every day,” said Jessica Miller of J.D. Power.
