Honda SUV Lineup Earns #1 Ranking

Honda SUV Lineup Earns #1 Ranking in Brand Loyalty by J.D. Power

September 26, 2025 — Torrance, California

Honda continues to prove why it’s one of America’s most trusted automotive brands. For the second consecutive year, Honda has earned the top spot as #1 in brand loyalty among mainstream SUV owners, according to the J.D. Power 2025 U.S. Automotive Brand Loyalty Study.

Honda: The Brand Drivers Keep Coming Back To

The J.D. Power study measures how often customers choose the same brand when trading in or purchasing their next vehicle. Honda’s strong performance across its SUV lineup — including the HR-V, CR-V, Passport, Pilot, and the all-electric Prologue — helped secure the top ranking once again.

“In the auto industry, owner loyalty is one of the most valued measures of success,” said Jessika Laudermilk, assistant vice president of Honda Auto Sales. “Thanks to the dedication of the Honda associates who design and build 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.”

A Legacy of Reliability and Innovation

From the city-sized Honda HR-V to the family-friendly Pilot, Honda’s SUV lineup is designed with everyday drivers in mind — combining dependability, comfort, and cutting-edge technology. The introduction of the Honda Prologue, the brand’s first all-electric SUV, shows Honda’s continued focus on innovation and sustainability while maintaining the reliability customers expect.

Each model offers advanced safety features, refined interiors, and efficient performance — key reasons why more Honda SUV owners stay with the brand when it’s time for their next vehicle.

About the J.D. Power Brand Loyalty Study

Now in its seventh year, the J.D. Power U.S. Automotive Brand Loyalty Study analyzes millions of trade-in transactions to determine how loyal customers are to specific brands. Awards are given to the brands with the highest loyalty rates in major segments, including mainstream SUVs, luxury SUVs, cars, and trucks.

“This achievement reflects Honda’s unwavering commitment to delivering a best-in-class ownership experience every day,” said Jessica Miller of J.D. Power.

Discover Why Drivers Stay Loyal to Honda

Whether you’re looking for an efficient crossover or a powerful SUV with room for the whole family, the Honda SUV lineup delivers a combination of value, reliability, and innovation that’s hard to beat.

👉 Explore the new Honda SUV lineup today at Bismarck Motor Company and see why so many drivers keep choosing Honda year after year.