J. D. Powers Customer Retention Study Shows Toyota Owners are Most Loyal

"Subaru is an example of a brand that maintains relatively high levels of customer retention, yet currently captures fewer

Subaru is losing ground, retaining customers but unable to attract enough new buyers. (Photo: Shawn Pisio, Canadian Auto Press)

new customers than it loses to other brands," said Oddes. "While Subaru has been successful in attracting new customers with the Forester, it will need to rely heavily on the new models it is introducing over the next few years to offset the defection rate to other brands and to establish a healthy longevity for the brand."

While Subaru finished a strong 12th place with a 48 percent retention rate, which automakers followed Toyota's first placed finish? Lexus took second spot in the CRS nameplate ranking, retaining 59.5 percent of its customers. Chevrolet took 3rd place, with a customer retention rate of 58.9 percent.

What should raise alarms among long-time leaders is Hyundai's rise in appeal, retaining more customers at 57.6 percent than

Hyundai's rise in appeal is impressive, retaining more customers at 57.6 percent than Honda's 55.2 percent. (Photo: Trevor Hofmann, Canadian Auto Press)

Honda's 55.2 percent. Hyundai was once thought only to attract needs driven buyers, the kind that are more likely to change brands if a better deal is to be had elsewhere, but now it has managed to capture 4th place, displacing most rivals. Another impressive Korean is Hyundai-owned Kia, managing to squeak in an above average 50.9 percent for 10th place.

Ford's 6th place 54.6 percent retention rate is mostly due to its light duty truck and SUV customers, plus Mustang owners who are extremely loyal to their "Pony" cars. The domestic automaker hopes its new Five Hundred sedan, Freestyle crossover and upcoming Fusion midsize sedan will improve retention rates among its cars.