Brands Ranked on Hyper-Loyal Followers
A few stand out when it comes to the submarket of owners who keep their cars a very long time.

More long-term owners keep the hybrid Toyota Highlander than any other model, according to the research.
Toyota
Some car owners don’t need the latest and greatest when it comes to their wheels. In fact, a subset keep theirs 15 years or more.
Online auto search engine and research site iSeeCars.com took a close look at infrequent traders to find which vehicle models inspire the most loyalty. The analysis produced a list dominated by one brand.
Based on the percentage of owners who keep their cars 15 years or more, Toyota comes out on top with seven models on the list, including the top five. The Highlander Hybrid inspires the most allegiance, 7% of its original owners keeping it at least 15 years.
The Japanese automaker’s other models on the loyalty ranking are, in ranked order, the Camry Hybrid, the nonhybrid Highlander, the Tacoma, Prius, RAV4 and Tundra.
In fact, the list of 13 models is all Japanese brands except for one by a U.S.-based automaker: the Ford Escape Hybrid. The others are from Toyota’s luxury line, Lexus, and Honda, Nissan and Subaru.
The preponderance of hybrids on the list suggests their higher fuel efficiency and lower operating costs help make them keepers, iSeeCars said. The company said earlier research it conducted found overall average new-car ownership lasts about eight years, meaning long-termers keep their rides twice that.
“The functional, high-value nature of these models aligns with long-term ownership,” said Executive Analyst Karl Brauer in a press release on the study. “If you’re keeping a car for 15 or more years you want reliability, practicality, and fuel efficiency, traits all of these cars offer.”
IseeCars also ranked brands, SUVs and pickups based on their hyper-loyal followings. Mazda and Hyundai made the brands list in fourth and fifth places, respectively, though they’re not represented on the individual model ranking.
LEARN MORE: How to Improve Retention, Defection and Conquests
More Industry

NADA Taps Female Leader
Angello of Pohanka Automotive Group will lead the dealers association in 2027 after serving as vice chair this year. She pledges to increase industry advocacy.
Read More →
Stellantis Names New Exec
Stellantis’ North American operations have a new chief operating officer who brings over 25 years of experience to the role.
Read More →
EVs Speeding Off Lots | Dealer Debrief
Why are used EVs selling faster than hybrids? What about gas-powered vehicles? Learn more about the state of used vehicles and CPOs in this week's Dealer Debrief!
Read More →
Used EVs on the Move
The market segment saw a clear shift in September as high gas prices fueled consumer purchasing decisions.
Read More →
Chevy GMC Store Changes Hands
A Missouri-based automotive group expanded its Kansas footprint with its third dealership acquisition in the state.
Read More →
A Hundred Years of Vehicle Values
Kelley Blue Book has been providing them to the automotive industry since a Los Angeles car dealer started valuing used cars in 1926.
Read More →
More Than Specs
Today's car buyers want more than technical specs: they want to know the true value of the vehicle and how it fits into their lives.
Read More →
Q3 Auto Market Breakdown | Dealer Debrief
New-vehicle financing hit record highs in the third quarter, and negative equity continues to strain the market. Learn more in this week's Dealer Debrief!
Read More →
Automaker Advances Safety for All
A new report by Volvo Cars Safety Centre analyzed the impact of 50 years' worth of research in automotive safety development
Read More →
Kentucky Store Leaves Family
An auto group stretched across three states picked up the Lexington-area Ford fixture as its second store for the brand in the state.
Read More →