Honda SUV Lineup Tops J.D. Power’s Brand Loyalty Rankings

Key Takeaways

Honda ranked #1 in brand loyalty among mainstream SUV owners for the second consecutive year according to J.D. Power.
The award recognizes the loyalty of customers to Honda’s SUVs, including HR-V, CR-V, Passport, Pilot, and the Prologue.
J.D. Power’s study reflects Honda’s commitment to delivering a top-notch ownership experience.

Honda’s Brand Loyalty Recognition

Honda has achieved the top spot in brand loyalty among mainstream SUV owners as reported by J.D. Power. This accolade comes from the 2025 U.S. Automotive Brand Loyalty Study, which evaluates the loyalty of vehicle owners when they trade in or purchase their next vehicle. This marks the second year in a row that Honda has earned this prestigious award.

Jessika Laudermilk, assistant vice president of Honda Auto Sales, emphasized the importance of owner loyalty in the automotive industry, stating that receiving this award is significant recognition for Honda. She credited the hard work of Honda associates who design and manufacture their SUVs, as well as the dedication of their dealer network in providing an exceptional customer experience. This collaboration plays a crucial role in delivering the value, sales, and service that fosters customer loyalty.

The J.D. Power study, now in its seventh year, categorizes awards based on the highest loyalty rates among various segments, which include both mainstream and luxury SUVs, as well as car and truck owners. Jessica Miller of J.D. Power highlighted that this achievement illustrates Honda’s steadfast commitment to providing a superior ownership experience consistently.

Honda’s SUV lineup includes the HR-V, CR-V, Passport, Pilot, and all-electric Prologue, demonstrating the diversity and appeal of its offerings in the market. Additionally, Honda has a significant presence in the U.S. automotive landscape, with a substantial portion of its vehicles manufactured domestically.

For those interested in learning more about Honda’s models, detailed information is available for the HR-V, CR-V, Passport, Pilot, and Prologue.

This brand loyalty recognition underscores Honda’s dedication to enhancing customer satisfaction and reflects the effectiveness of their sales and service strategies in retaining loyal customers.

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