Automakers Strive for Customer Loyalty in 2026 Rankings
Hyundai Motor Company has been named the top automotive brand for customer loyalty for the 17th consecutive year in Brand Keys’ 2026 Customer Loyalty Engagement Index (CLEI), outperforming competitors like Ford, General Motors, and Tesla. The index evaluated over 1,100 brands across 106 categories, revealing key metrics in consumer engagement and loyalty.
As of January 2026, the average new car price in the U.S. was $49,191, following a slight drop from December’s peak of over $50,000. This backdrop highlights the increasing consumer expectation for value and dependability in automotive purchases. Ford’s F-Series pickups maintained a loyalty rate of 66.6%, significantly higher than the average 49% across all brands, underscoring the importance of brand trust and customer loyalty.
Hyundai’s competitive pricing strategy saw its average sales price at $36,584, which is below the industry average, alongside a robust warranty offering that includes a 10-year/100,000-mile powertrain warranty. The brand’s initial quality was also recognized, ranking third in J.D. Power’s 2025 U.S. Initial Quality Study with 173 problems per 100 vehicles, outperforming Ford (193) and Tesla (200).
