Home » Cadillac Among Lowest-Ranked Luxury Brands In 2020 J.D. Power Brand Loyalty Study

Cadillac Among Lowest-Ranked Luxury Brands In 2020 J.D. Power Brand Loyalty Study

Cadillac Among Lowest-Ranked Luxury Brands In 2020 J.D. Power Brand Loyalty Study

Consumer intelligence firm and data analytics company J.D. Power recently published the results from its 2020 Brand Loyalty Study findings, which ranks major automotive brands on customer retention rates. This is the second year J.D. Power has conducted the study, and Cadillac has once again ranked among the lowest luxury brands studied.

J.D. Power’s Brand Loyalty Study looks at information from the Power Information Network (PIN) to determine whether a vehicle owner bought the same automotive brand when purchasing a new vehicle or trading in. The company looked at transaction data collected between June of 2019 and May of 2020, with all model years considered. The data is then used to calculate percentages for each automotive brand, with higher percentages indicating greater customer retention.

Per the new findings, Cadillac placed tenth among the 13 luxury brands studied, with a score of 33.8 percent. That places Cadillac above Maserati, which scored 28.7 percent, and below Lincoln, which scored 37 percent.

Cadillac CT6-V

Cadillac CT6-V

The top-ranked brand in this year’s study was Lexus with 48 percent. Mercedes-Benz secured the second-place position with 47.8 percent, while BMW was in third with 45.1 percent.

Cadillac showed no improvement compared to last year’s study, in which it once again placed tenth among the 13 brands studied with a score of 34.1 percent.

“There are many factors that contribute to brand loyalty, ranging from the experience a customer has when purchasing the vehicle to how driving it makes them feel,” said vice president of data & analytics at J.D. Power, Tyson Jominy. “Automakers are really focused on customer retention, as evidenced by the payment plans and incentives they’ve offered since the COVID-19 pandemic broke out. Many have gone above and beyond to offer customers financial assistance during a period of economic uncertainty, which does a lot to bolster consumer confidence in their chosen brand and repurchase it in the future.”

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Written by
Jonathan is an automotive journalist based out of Southern California. He loves anything and everything on four wheels.


  1. It is no wonder to my wife and I. One of the issues is that anything that is connected to the Cue system only works intermittently. We take it in to the dealer, they work on it and it works until we get it home. The next time we drive it something else doesn’t work. All the dealer cares about is selling us the required maintenance.

  2. I find it amazing that anyone would find this puzzling. Cadillac has decided to cancel the best product it has made in over 50 years. Instead, they want put all their future product in one category…..Electric trucks. I have no interest in EV’s, and absolutely no interest in Trucks. I own Corvettes and Cadillac sedans. I will be ordering a 2022 Corvette ZO6, I currently own 2, a 2011 ZR1, and 2016 ZO6. I also own a 2018 CT6 Platinum, a 2020 CT6 Platinum (for the Blackwing) and a 2018 CTS-V. To me, these represent the best product Cadillac has ever made.

    It comes as no surprise to me that Lexus, Mercedes, and BMW, are at the top, along with Porsche and Audi. These companies have always made high end luxury automobiles, mostly sedans, and have not abandon them for trucks, because of some lame excuse that people don’t buy “automobiles” any more…. Yes, they also make SUV’s, and they do sell, but they also recognize their is a market for the luxury sedan also.

    Cadillac has no future with me. They have no future product I am interested in. They are too stupid to capitalize on the C8 chassis, and make a flagship Sport Roadster, instead they put their money into two, small, mediocre, sedans that will fail. The Celestiq will not become a reality, and if it does, it will fail badly along with Cadillac’s hope of ever making another large,luxury sedan. Who the hell wants an electric luxury, pick-up truck? Do any of the above named brands have one in their future to replace the S Class, LS 500, A7/A8, BMW 7 Series/8 Series. Instead, Cadillac feels that a truck, the Escalade, is its future large, luxury sedan……

    • I hear you John
      If you are not going to stand by your customers how can you expect them to stand by you?


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