The J.D. Power 2023 U.S. Automotive Brand Loyalty Study results have been released, and Centennial Subaru is happy to announce that it shows Subaru as having the most loyal SUV customers of any non-luxury brand. Specifically, among mass-market brands, Subaru has the greatest percentage of SUV owners whose previous vehicle was also a Subaru.  Typically, this would barely be news. Subaru has had this top ranking before, and last March, another JD. Power study showed Subaru as ranking the highest of all mass market brands in their Customer Satisfaction Survey. But it is news because, in the 2022 study, Subaru slipped to 2nd place behind Toyota. But now Subaru has regained the top spot. The 2022 survey was impacted by vehicle production shortages, which affected Toyota less than the rest of the industry.  "As vehicle availability increased and more choices hit the U.S. consumer market, loyalty among brands as a whole saw a decline this year," said Tyson Jominy, vice president of data & analytics at J.D. Power. Now that vehicle production is back to normal, Subaru again ranks highest among mass-market (non-luxury) brand SUV owners, with a 61.1 percent loyalty rate in the study. Toyota returns to second in the ranking with a 60.5 percent loyalty rate. Among premium brands, Volvo ranks highest among premium brand SUV owners, with a 56.5 percent loyalty rate, and BMW ranks second at 56.1%. J.D. Power’s U.S. Automotive Brand Loyalty Study includes brand loyalty across five segments: premium car, premium SUV, mass-market car, mass-market SUV, and truck. The 2023 study calculations are based on transaction data from September 2022 through August 2023 and include all model years traded. When all mass market companies strive to build cars, the market demands with the size, features, and styling people desire. What regularly puts Subaru on top?  "At Subaru, we strive to be more than a car company in everything we do; it's at the heart of what makes us Subaru, and we believe it's why our valued owners continue to choose Subaru." says former President and CEO at Subaru of America Thomas J. Doll.  Subaru truly believes that being a good company that does good work besides just building good vehicles plays a part in customer loyalty. "At Subaru, we take it to heart when saying we are More Than a Car Company, and know it comes with the responsibility of living out our pledge with a commitment to improving the world around us," said Jeff Walters, President and COO of Subaru of America. Providing vehicles people want from a company that people trust. It works for Subaru as a whole and is fully internalized here at Centennial Subaru. We are grateful daily to provide vehicles that meet people’s needs while doing well on safety tests. We also fully commit to the Subaru Love Promise to help our community and do our small part for the world as a whole. If you are a Subaru owner, the high loyalty rate is no mystery to you. If you are new to Subaru, visit Centennial Subaru to understand why our customers are so loyal.