<p>Relx plc’s LexisNexis Risk Solutions has released its third annual U.S. Automotive Brand Loyalty Study, revealing that overall vehicle brand loyalty in the United States remained steady at 51.4% in 2025—a five-year high. The report highlights that despite rising new vehicle prices, reduced incentives, and shifting federal policies, brand affinity among consumers is resilient. Toyota emerged as the industry leader in brand loyalty, achieving a 60.2% loyalty rate, bolstered by strong retention among hybrid vehicle owners. The analysis also notes that loyalty in the large pickup and compact SUV segments reached their highest levels in years, even as affordability pressures persisted with average new vehicle prices exceeding $50,000. The study underscores the importance for automakers to deliver value throughout the ownership journey to sustain and grow consumer loyalty amid evolving market dynamics. Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. Relx plc published the original content used to generate this news brief via PR Newswire (Ref. ID: CL61244) on January 13, 2026, and is solely responsible for the information contained therein. © Copyright 2026 - Public Technologies (PUBT)</p>

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- Relx plc's LexisNexis Risk Solutions reported that U.S. vehicle brand loyalty held steady at 51.4% in 2025, a five-year high.  
- Toyota led with a loyalty rate of 60.2%, driven by strong retention among hybrid vehicle owners, while loyalty in large pickup and compact SUV segments also peaked despite high vehicle prices exceeding $50,000.  
- The study emphasizes the need for automakers to provide value throughout the ownership journey to maintain and enhance consumer loyalty amid changing market conditions.

U.S. Vehicle Brand Loyalty Hits Five-Year High at 51.4% in 2025