Toyota has topped the latest Driver Power survey of 23,000 UK car owners for brand loyalty, but Tesla is close behind in second place.
Toyota owners are the most brand loyal, with 75% saying they would choose another model from the Japanese manufacturer when the time comes to change their car.
Tesla ranked second, with 70% of owners saying they would stay with the EV-only marque – largely due to positive prior experience.
The company also outperformed all rivals for perceived innovation, and is the only EV-specific brand in the top 10.
Shares in Tesla have actually dropped by more than 9% after EU and UK sales fell by almost half in January.
Tesla owner Elon Musk has become an even more controversial figure in recent weeks, following a President Donald Trump inauguration rally at the end of January.
Lexus completes the top three, with 68% of owners referencing positive past experience with the brand and its perceived reputation for safety as key factors. Subaru and Kia complete the top five, both with a loyalty rate of 67%, with Subaru owners attributing their choice to positive prior experience, safety, and reputation. Kia customers particularly valued past experience, followed by reputation and value for money.
The Kia Sportage, Toyota Yaris Cross and Tesla Model Y appeared in the top 10 most-searched for models on Carwow in 2024, while the Model Y was the most-configured BEV.
Sepi Arani, global managing director – commercial at Carwow, said: “Drivers often prefer to stick to what they know rather than gamble on something new, but retention is a critical ongoing challenge for every OEM and dealer.
“We are now aligning our own data with the Driver Power Survey findings to help our retail partners better understand how they can shape customer perceptions, build reputation and maximise retention.”
