Blog Posts
March 01, 2022
by Karl Furlong Industry News / 3 Comments
The Ram 1500 is holding strong against fresh rivals.
Brand loyalty is something automakers can't buy overnight. It needs to be earned through years of producing reliable, capable vehicles while also sustaining a pleasant customer experience before and during ownership.
In the 2021 US Automotive Brand Loyalty Study by J.D. Power, it was found that the lockdown actually increased overall customer loyalty among automakers. In the mass market category, Subaru came out on top and was followed by Toyota, Honda, and Ram. It turns out that the truck maker's strong showing was no fluke as the Ram 1500 has emerged as the light-duty pickup with the highest loyalty according to IHS Markit's 26th annual Automotive Loyalty awards program.
This is the sixth consecutive year that the Ram 1500 has won an Automotive Loyalty award, an especially impressive showing given that Ford recently updated the Ranger and that Toyota unveiled an all-new Tundra. Model loyalty is based on a household that owns a new vehicle and returns to the market to purchase or lease another new car of the same make, model, or automaker. It doesn't matter whether the new purchase replaces the older one or if it is an addition to that household.
"Given the unique nature of 2021, with the challenges of the pandemic and inventory shortages, retaining new customers is more important than ever," said Joe LaFeir, president, Automotive Insights, IHS Markit. "This year's winners have demonstrated effective marketing strategies that have resonated with customers and led to more return to market activity."
The latest Ram 1500 remains a strong contender with its exceptionally comfortable ride and a quality interior with an available 12-inch touchscreen interface. Upper trims are some of the most luxurious trucks available right now.
Outside of the 1500, Stellantis bagged a few other wins in IHS Markit's loyalty survey. The Ram 2500 and 3500 picked up the Automotive Loyalty award in the heavy-duty pickup segment, the Dodge Challenger won in the sports car category, and the Jeep Grand Cherokee came out on top in the mid-size utility segment. This was the 12th customer-loyalty award for the Grand Cherokee.
