Tariffs have introduced greater volatility into new-vehicle shopping behavior. However, brands with strong reputations, such as Toyota and Honda, continue to retain loyal customers. This is according to the considered view expressed in the J.D. Power 2025 U.S. Automotive Brand Loyalty StudySM released today.
“Brand loyalty matters to vehicle buyers because it’s often associated with higher residual values, making vehicles from trusted brands a more financially sound choice over time,” said Tyson Jominy, senior vice president of data & analytics at J.D. Power. Continue reading







Subaru 2026 BRZ Starts at $37,055
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Subaru of America today announced pricing on the 2026 Subaru BRZ rear-wheel-drive sports car. The 2026 BRZ will arrive in retailers early next year with a starting price of $35,860 MSRP, the same as the outgoing model.* The lineup includes Limited, tS, and a new limited-production Series.Yellow (sic) edition. The BRZ Premium trim level is discontinued for 2026.
“Our streamlined BRZ lineup reflects our buyers’ preferences in a lightweight, performance coupe with technology and creature comforts found in BRZ Limited and BRZ tS trim levels, which more than 90% of our buyers chose last year,” said Bill Stokes, Car Line Planning Manager for Subaru of America, Inc. Continue reading →