The story!

Honda received its honor in late September by J.D. Power based on a 2024 U.S. Automotive Brand Loyalty Study, which included the Honda HR-V, CR-V, Passport, Pilot and all-electric Prologue. This study, now in its sixth year, is derived from measurements linked to the loyalty of vehicle owners and whether or not they choose the same brand when trading in or purchasing their next vehicle. Award are presented to the brand that earns the highest loyalty rate in the segments of owners of mainstream and luxury SUVs, car and truck owners.

Considered a global leader in automotive data and analytics, J.D. Power provides industry intelligence, consumer insights and advisory solutions to the automative industry and selected non-automative industries. In helping their clients optimize business performance, J.D. Power leverages its extensive proprietary datasets and software capabilities combined with advanced analytics and artificial intelligence tools.

In commenting on the Honda accolades, Jessika Laudermilk, assistant vice president of Honda Auto Sales, stated, “Owner loyalty is the most cherished measure of success in the auto industry which makes the J.D. Power Brand Loyalty award a special honor for Honda and our dealers nationwide. Based on the efforts of Honda associates who create and build our rugged SUVs in American and our Honda dealers, we will continue to set the standard for exceptional value sales and service that earn the loyalty of our customers.”

Although Honda’s SUV lineup is not rooted in a long history, a loyal following has resulted nonetheless. Many of these repeat buyers are comeback clients who are getting into newer versions of a vehicle they have no doubt been pleased with. They often live behind their traditional gas-powered vehicles behind to instead choose the wide variety of new hybrid options provided by Honda.

In acquiring this data, the information is strictly taken from new-vehicle franchised dealers and split into specific categories. With data based on sales that took place between September of last year and August, 2024, Honda’s mass market SUV line, which includes the Pilot, Passport, HR-V, CR-V and all-electric Prologue models, produced a whopping 65.1 percent loyalty rating, further cementing the fact that its fans are definitely loyal to the brand.

Among the reasons behind this loyalty is due in large part to the automaker’s hybrid offerings, with J.D. Power noting that both Honda and Toyota are seeing promising numbers from buyers making the switch to hybrid, while sticking with the same brand. In fact, compared to other

automakers, Honda owners are making their way to the brand’s hybrid options at nearly three times the rate of others.

Furthermore, buyers who exude loyalty to the Honda brand, actually held off their next vehicle purchase if they were unable to source exactly what they wanted. This is a far cry from buyers long ago who would explore other makes and models when it came time to make their purchase.

In addition to the hybrid option, Honda stands out and experiences high buyer loyalty by offering a variety of sizes with their vehicles and a wide range of prices. To that end, they have done a fine job of offering an affordable entry-level chassis in the HR-V. Based on the Civic platform and starting at just $24,600, this represents the most cost effective way to enter Honda’s SUV segment.

For six generations, the CR-V has filled the compact SUV market, continuing to build a steady fan base around its nearly three decades of evolution. Buyers have the option today of getting their hands on a front- or all-wheel-drive model, or choose a hybrid CR-V like so many other Honda fans. Add plenty of options and literally the sky is the limit!

Those desiring more space can opt for a mid-size SUV with the Pilot filling that need nicely over four generations. To sweeten the deal, it is important to note that the Pilot for 2025 earned the IIHS Top Safety Pick + rating. It is presented in six trims, including an off-road-inspired TrailSport.

Another top player in the midsize group, the Honda Passport, similar in size to the Pilot, but used more for hauling cargo than passengers, is also available in a TrailSport trim. This is a comfortable five seater (compared to the Pilot’s eight). And if all-electric is to your liking, the Prologue will surely fit the bill.

Thanks to variety, range of price and overall top performance and quality, Honda is clearly a brand that many flock to, time and time again. It is no wonder that J.D. Power and their keen analytics determined the same. Ranked No. 1 in brand loyalty by J.D. Power, Honda ensures its customers are staying loyal. Take a test drive in the plentiful array of SUVs, and reserve yours today!