Jaguar named as top marque for brand loyalty, despite dealers having no new cars to sell
20 August 2026 by Curtis Hutchinson
Jaguar has the most loyal customers of any car brands in the UK, even though it has not had any new cars to sell since the end of 2024.
The JudgeService In-Market Brand Loyalty research identifies the preferences of over 5,000 car buyers who made an initial enquiry with a franchised dealer, ended up purchasing from another one but stuck with their initial choice of brand.
Over three-quarters of Jaguar customers (79%) stayed with the brand after purchasing elsewhere, with sister brand Land Rover (64%) also performing well. BMW (60%), Volkswagen (58%) and Lotus (50%) completed the top five.
The rankings reveal the continued strength of brand equity of many premium marques, along with some notable performances by mainstream players including Skoda (46%), MG (44%) and Hyundai (40%).
MINI, which topped the last survey in 2024, dropped to joint eighth with buyers choosing to stay with the brand falling from 64% to 44%.
While new entrant brands made a strong first showing with JAECOO (33%) and OMODA (29%) both in the top 20 and BYD (25%) just outside at 22.
Across all brands, the most common reason customers gave for buying elsewhere was that another dealer had the vehicle they wanted (60%). This was followed by another retailer offering a better deal (36%).
Neil Addley, managing director of JudgeService, said: “Brand loyalty does not always equate to dealer loyalty, highlighting the opportunities open to dealers of retaining more customers by understanding what they want and doing their utmost to deliver it.
“Our research highlights how customers who remain loyal to a marque are willing to shop around rather than necessarily default to their nearest dealer. Buyers will consider other retailers in the same franchised network to find the model they want, especially if they can secure a better deal or receive a more welcoming and attentive service.
“Jaguar’s achievement is remarkable considering it has been without any new vehicles to sell for over 18 months, while its factories are retooled for an all-electric line-up. This suggests that many Jaguar owners are choosing used models rather than switching to another premium brand.”
2026 JudgeService Top 10 Marques for In-Market Brand Loyalty
- Jaguar 79%
- Land Rover 64%
- BMW 60%
- Volkswagen 58%
- Lotus 50%
- Audi 47%
- Skoda 46%
- MINI 44%
- MG 44%
- Hyundai 40%
Source: JudgeService, 2026.
Further details and comments available from Neil Addley on 07795 665927 or neil@judgeservice.com
Issued by Curtis Hutchinson Communications
