Honda’s SUV lineup Earns Brand Loyalty Award From J.D. Power

Discussions of brand loyalty that include the likes of Honda and Toyota should come as no surprise to those that have been paying attention over the last few decades. Both carry fiercely loyal fan bases spread out among their various platforms, some of which are in their eleventh-generation, spanning across 50 years or more.

Though Honda’s SUV line doesn’t go back nearly as many years, it’s wasted no time in building a very loyal following, many of which are comeback clients that are getting into newer versions of a vehicle they have no doubt been happy with, or, as J.D. Powers’ report says, leaving their traditional gas-powered vehicles behind in lieu of one of the automaker’s new hybrid options. While some brands are struggling with moving the needle, J.D. ranks Honda number one in terms of customer loyalty based around their mass market SUVs.

Repeat Customers

J.D. Power’s customer loyalty assessment, now in its sixth year, pulls stats from the Power Information Network to find if, after trading in an existing vehicle, the customer chose the same brand for their new car purchase. That information is strictly taken from new-vehicle franchised dealers and split into specific categories, that include premium car, premium SUV, mass market car, truck, and mass market SUV, the category in which Honda stood above all others.

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 remarkable 65.1% loyalty rating, further cementing the fact that its fans are undoubtedly loyal to the brand. Honorable mention goes to the Subaru SUV group that landed in second place with a 62.2% rating.

Hybrids Pay Off

Some of that percentage likely comes from Honda’s hybrid offerings, as J.D. Power reports that both Honda and Toyota are seeing promising numbers from buyers making the switch to hybrid options while sticking with the same brand. Compared to the rest of the industry, previous Honda owners are making their way to the brand’s hybrid options at almost three times the rate of others.

With inventory shortages becoming almost standard these days, J.D. Power found that the most loyal customers actually held off on a new vehicle purchase entirely if they weren’t able to source exactly what they wanted. An interesting tidbit when you consider that years ago, an unavailable vehicle would usually result in a potential buyer exploring other makes and models. Now, the average buyer appears more patient.

Choose Your Own Adventure

How does a brand stand out in the very crowded waters of the modern SUV craze? For starters, a variety of sizes and prices certainly help. Honda has done an excellent job of offering an affordable entry-level chassis in the HR-V. The subcompact SUV originally rode on the Honda Fit chassis but with that car no longer in production for the U.S. market, it’s now based on the Civic platform. Starting at $24,600, it’s the cheapest way to enter Honda’s SUV segment.

Honda’s filled the compact SUV market with its CR-V for six generations now, building a steady fan base around its almost three decades of evolution. Today, you can get your hands on a front or all-wheel drive model, or opt for a hybrid CR-V like so many other Honda fans are doing. You can even add plenty of options to your hearts content, so long as your bank account agrees.

If more space is necessary, then a mid-size SUV might be the best choice and for that, Honda’s offered their Pilot for four generations. Its larger proportions are evident inside, where third row seating is available. In addition, the 2025 model was awarded the IIHS Top Safety Pick+ rating. There are six trims to choose from, including an off-road-inspired TrailSport.

Also in the mid-size group is Honda’s revived Passport name, which is similar to the size of the Pilot, but intended more for hauling cargo, rather than more passengers, as it’s a five-seater compared to the Pilot’s eight. It’s also available in a TrailSport trim and if you’re stuck deciding between the two, CarBuzz did a head-to-head comparison to make things a little easier for you. But if neither of those is what you’re looking or in a midsize SUV, then maybe its an EV you’re after, and Honda has that market covered with the all-electric Prolugue.