Toyota Retains Most New-Car Buyers

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J.D. Power released its annual Customer Retention Study today, and it says Toyota is the top automotive brand new-car buyers return to when looking to replace their current car. Toyota takes over the top spot from its own Lexus division this year  — by a slim margin  — while Honda retains its No. 3 spot. BMW and Suzuki both saw significant gains in the study, which is based on feedback from 138,630 new-car buyers.

There’s no reason to doubt such a large survey pool, but one has to wonder how valid it is to have Scion, a relatively new brand with only three models since it debuted, ranking fifth in retention. The oldest turned-in Scion could have only been 3 years old. For the full list of retention rates, click below.

Source: J.D. Power

2006 Make Retention Rates

  •   Toyota              63.9%
  •   Lexus                63.2%
  •   Honda               60.3%
  •   BMW                 56.5%
  •   Scion                56.3%
  •   Cadillac             55.5%
  •   Chevrolet          55.3%
  •   Mercedes-Benz  53.6%
  •   Ford                53.3%
  •   Hyundai            51.6%
  •   Subaru              51.1%
  •   Nissan              48.8%
  •   Industry Average 47.9%
  •   Porsche            46.5%
  •   HUMMER           44.5%
  •   Suzuki              43.9%
  •   Kia                  42.8%
  •   GMC                41.4%
  •   Land Rover       41.2%
  •   Jeep                40.5%
  •   Saturn              40.4%
  •   Dodge               40.1%
  •   Buick               39.9%
  •   Chrysler           38.2%
  •   Acura              37.6%
  •   Lincoln             37.3%
  •   Audi                35.6%
  •   Volkswagen      35.5%
  •   Volvo              35.5%
  •   Saab               33.4%
  •   MINI                32.4%
  •   Mercury           31.9%
  •   Mitsubishi         30.5%
  •   Jaguar             29.8%
  •   Infiniti             29.0%
  •   Pontiac            27.8%
  •   Mazda             26.8%
  •   Isuzu              4.7%
Photo of David Thomas
Former managing editor David Thomas has a thing for wagons and owns a 2010 Subaru Outback and a 2005 Volkswagen Passat wagon. Email David Thomas

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