Peter Lyon
September 27, 2025
Honda has been honored in 2025 as #1 in brand loyalty among mainstream SUV owners by J.D. Power. And it’s not the first time. The brand has previously received multiple model-level awards in the Residual Value Awards in both 2023 and 2025 in addition to its #1 ranking in this brand loyalty category.
The award is based on the combined performance of Honda SUVs in the J.D. Power 2025 U.S. Automotive Brand Loyalty Study, including the Honda HR-V, CR-V, Passport, Pilot and all-electric Prologue. This is thesecond consecutive year Honda has received this prestigious honor.
“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.
For the record, J.D. Power is a global leader in automotive data and analytics, and provides industry intelligence, consumer insights and advisory solutions to the automotive industry and selected non-automotive industries. J.D. Power leverages its extensive proprietary datasets and software capabilities combined with advanced analytics and artificial intelligence tools to help its clients optimize business performance.
CARLIST THOUGHTS
The fact that Honda has triumphed again in JD Power results just goes to show that its strong SUV lineup of gasoline, hybrid, PHEV, and fully electric models are highly valued by the motoring public due to their design, reliability, practicality and cost performance.
