Automotive Customer Retention Ratings

J.D. Power and Associates conducts studies into customer and sales satisfaction to provide insight into the reliability and service levels of various automakers. The table below measures customer retention rates among the major automakers. Key factors in determining retention rates include long-term durability, resale value and overall vehicle quality.

Customer Retention Ratings
The J.D. Power and Associates Customer Retention Study measures repeat vehicle purchases within a brand. For example, 64 percent of Hyundai owners in the study purchased another model within the brand for their next new vehicle. The average retention rating in 2012 was 49 percent. Click on a manufacturer's name to read its current Cars.com report.
ManufacturerCustomer Retention Rating
Hyundai64%
Ford60%
Honda60%
BMW59%
Kia59%
Toyota58%
Chevrolet57%
Mercedes-Benz57%
Lexus54%
Cadillac52%
Jeep51%
Nissan50%
Mini49%
Ram49%
Industry Average49%
Subaru48%
Land Rover47%
Volkswagen47%
GMC46%
Infiniti46%
Acura45%
Audi45%
Porsche42%
Lincoln40%
Buick38%
Mazda34%
Mitsubishi33%
Jaguar31%
Volvo30%
Chrysler26%
Scion24%
Dodge21%
Suzuki20%
Saab7%

The study is based on responses from 117,001 new-vehicle buyers and lessees, of which 73,733 replaced a vehicle that was originally purchased new. Smart is included in the study but not ranked due to a small sample size.

Source: J.D. Power and Associates 2012 Customer Retention Study

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