Car Brands Losing Customers Fast

Car Brands Losing Customers Fast


May 27, 2025 | Miles Brucker

Car Brands Losing Customers Fast


Once Trusted, Now Questioned

A strong logo doesn't always guarantee a return customer. When reliability falters or innovation lags, some automakers are bound to see fewer repeat buyers.

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Chrysler

Once a central figure in Detroit's Big Three, Chrysler leans on a skeletal lineup. The Pacifica minivan leads the charge, while the Chrysler 300 continues with minimal updates. Lacking fresh designs and new segments, the brand's visibility and relevance among US buyers have steadily declined.

File:2015 Chrysler 300 front 4.8.18.jpgKevauto, Wikimedia Commons

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Buick

Buick had finally gained traction with models like the Envista and Envision, which pushed US sales up 39% early in 2025. However, tariffs on Chinese and Korean imports, where these vehicles are made, have sent prices soaring. That price shock now threatens the same momentum Buick worked hard to reclaim.

File:BUICK ENVISTA China.jpgDinkun Chen, Wikimedia Commons

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Mitsubishi

According to Marklines, Mitsubishi's US market share slipped to 0.7% in early 2025. Retailers report widespread financial losses. Limited model variety and weak brand presence continue to shrink Mitsubishi's audience. Even company insiders acknowledge the need for a full-scale reset to regain relevance and stability.

File:Mitsubishi RVR GA3W.jpgTTTNIS, Wikimedia Commons

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Fiat

Fiat returned to the US market in 2011 after a long absence, backed by curiosity and nostalgia. But its appeal faded fast. Google search trends revealed a rapid drop in consumer interest. Fiat failed to build a multigenerational customer base without meaningful evolution in its US strategy.

File:Fiat Panda (2011) front side quarter.jpgOverlaet, Wikimedia Commons

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Lincoln

While competitors race ahead with performance hybrids and innovative EVs, Lincoln's plug-in lineup feels caught in neutral. The Corsair and Aviator hybrids exist, but lackluster acceleration and outdated infotainment systems limit their appeal. Loyalists may admire the badge, but younger buyers look elsewhere for innovation.

File:2020 Lincoln Aviator Black Label in Chroma Caviar Dark Grey, front left.jpgMr.choppers, Wikimedia Commons

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Jaguar

In multiple reliability rankings between 2020 and 2022, Jaguar landed near the bottom. Industry surveys point to recurring electrical issues and expensive repairs that exceed $1,300 annually. As driver confidence eroded, loyalty dropped. Jaguar's premium image continues to clash with its inconsistent ownership experience.

File:2020 Jaguar I-Pace.jpgCalreyn88, Wikimedia Commons

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MINI

Owning a MINI brings flair, but not without cost. Over ten years, maintenance averages $6,733—considerably above the norm. Consumer Reports highlights transmission and engine troubles. While its personality appeals to newcomers, long-term ownership often proves less endearing, which leaves many owners hesitant to return a second time.

File:2014 MINI Cooper Hardtop -- NHTSA test 8883 - front.jpgNational Highway Traffic Safety Administration, Wikimedia Commons

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Land Rover

Land Rover's high repair costs are legendary, but the 2020 Evoque hybrid definitively sealed its troubled reputation. Voted Britain's least-loved car, it left UK owners stranded for weeks—21 days off the road, on average. When prestige collides with inconvenience, loyalty becomes an uphill climb.

File:Range Rover Evoque Cabriolet Wien 25 July 2020 JM.jpgJohannes Maximilian, Wikimedia Commons

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Jeep

Even among loyal enthusiasts, Jeep’s reliability consistently raises eyebrows. Most models score just 2 out of 5 from Consumer Reports. Common complaints include electronic glitches, water leaks, and drivetrain failures. Although off-road vehicles have a strong reputation, owning one for a long time can often lead to more frustration.

File:2020 Jeep Gladiator Rubicon, front 10.25.20.jpgKevauto, Wikimedia Commons

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Alfa Romeo

Some Alfa Romeo owners endured warranty delays of as long as nine months, with brand-new vehicles sitting idle due to missing parts. The brand's limited US dealer network only deepened the strain. Even among Italian engineering enthusiasts, tolerance fades when service support lags behind breakdowns.

Alfa RomeoTokumeigakarinoaoshima, Wikimedia Commons

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Dodge

The electric Charger Daytona may look like a muscle car, but its silent drivetrain has convinced purists. Dodge's fanbase built its loyalty on the roar of combustion. Now, longtime buyers confront a disorienting change: electric propulsion that lacks the raw engine sound and tactile thrill that defined their loyalty.

File:Dodge Charger Daytona SRT Concept.jpgMustang Joe, Wikimedia Commons

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Infiniti

Infiniti continues to trail in the electric race. As of 2025, the brand has yet to release a single EV in the US, although it debuted a new production model in 2022. Despite showcasing concepts for years, its lack of execution contrasts with rivals expanding their electric offerings.

File:2022 Infiniti QX55 (United States) front view 03.pngGold Pony, Wikimedia Commons

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Mazda

Dealerships have raised concerns about Mazda's shifting identity, as the brand rolls out a $2 billion retail overhaul. Longtime buyers now face unfamiliar pricing and evolving design language. Though Mazda aims for premium status, the transition has proven less seamless than executives likely anticipated.

File:Mazda CX-3.jpgTTTNIS, Wikimedia Commons

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Subaru

Subaru says it will invest over $10 billion in EVs by 2030, yet its current offerings remain sparse. The Solterra, its flagship electric crossover, arrived late and modestly equipped. With rivals accelerating ahead, Subaru risks testing the patience of eco-minded consumers who once trusted its vision.

File:Subaru Solterra 1X7A6247.jpgAlexander Migl, Wikimedia Commons

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Volvo

Volvo has leaned into subscription-based ownership, which markets its Care by Volvo service as a flexible alternative to leases. Yet many US buyers remain skeptical of the monthly pricing and vehicle access limitations. This model shift has created uncertainty and sometimes frustration among brand loyalists.

File:2023 Volvo EX90 (China) front view.pngAutosdeprimera, Wikimedia Commons

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Genesis

The G90 now starts at nearly $90,000, more than twice its 2017 price. As Genesis shifts deeper into luxury, longtime Hyundai loyalists may hesitate. Despite a 13% loyalty boost in 2023, the brand's rapid pricing evolution risks disconnecting from the customer base that first embraced its value.

File:Genesis G90 (RS4) Auto Zuerich 2023 1X7A0907.jpgAlexander-93, Wikimedia Commons

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Acura

Acura's design language has struggled to stand out. The Integra's return drew mixed reviews, and critics have noted inconsistent performance tuning across the lineup. In 2024, US sales declined 12% year over year. While Honda loyalists often migrate to Acura, the brand's shifting identity may weaken that reliable pipeline.

File:2024 Acura ZDX Type S in Cosmic Black Metallic, front right, 2024-11-06.jpgElise240SX, Wikimedia Commons

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Chevrolet

Chevrolet once dominated the compact and midsize passenger car segment, but it has faded from its lineup. Many loyal drivers were frustrated as sedans like the Cruze and Impala vanished. The shift toward crossovers and trucks removed familiar choices that had anchored Chevy's appeal for decades.

File:2014 Chevrolet Impala LTZ -- 2012 NYIAS 2.JPGIFCAR, Wikimedia Commons

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Nissan

Complaints about Nissan's CVTs continue to mount. Long-term reliability studies cite transmission failure as a frequent concern, especially in models like the Altima and Rogue. As repair costs rise and warranty faith declines, many buyers are reconsidering their once-dependable relationship with the brand.

File:2023 Nissan Altima SR in Brilliant Silver Metallic, front right.jpgMr.choppers, Wikimedia Commons

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Volkswagen

Dieselgate, the 2015 emissions scandal, was more than a fine; it fractured consumer trust. In the US, Volkswagen paid over $20 billion in penalties and buybacks. Despite rebranding efforts and electric investments like the ID4, some customers still associate the name with deception, not innovation.

File:Volkswagen Golf VIII R 1X7A7089.jpgAlexander-93, Wikimedia Commons

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Ford

Ford once dominated the sedan category with the Fusion and Focus. By 2021, both were gone. The company doubled down on trucks and SUVs by citing profitability. But this move abandoned buyers seeking fuel-efficient, lower-cost cars, which left some loyalists with little reason to stay.

File:2019 Ford Fusion Titanium Energi, front 2.29.20.jpgKevauto, Wikimedia Commons

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Cadillac

Once synonymous with American luxury, Cadillac now finds itself at a crossroads. The Lyriq and Celestiq offer ambition, yet many buyers remain confused. Cadillac's historic image clashes with bold EV marketing, resulting in a brand caught between past elegance and future reinvention.

File:2023 Cadillac Lyriq in Satin Steel Metallic, front left.jpgMr.choppers, Wikimedia Commons

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Kia

Kia's design evolution has been fast but not always steady. The shift from economy cars to sporty, upscale models like the EV6 and K5 impressed critics, yet it unsettled some buyers. Frequent redesigns and badge changes have confused its identity, which leads to hesitation among once-loyal drivers.

File:Kia EV6 GT-Line 1X7A0317.jpgAlexander Migl, Wikimedia Commons

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Honda

In today's EV market, buyers expect more than distant promises. While rivals like Toyota and Hyundai rolled out full EVs, Honda focused on hybrids and long-term planning. Known for reliability, the brand now faces growing frustration as loyalists wait for decisive electric action.

File:Honda E 35.5KWH ADVANCE.jpgHonda Wales, Wikimedia Commons

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Tesla

Now, Tesla’s loyalty picture is harder to read. S&P Global Mobility reported a 67.8% retention rate in early 2024—still the highest in the industry. But data from Edmunds noted a 250% spike in Tesla trade-ins in March 2025, mostly for other brands. Let’s just say that the cracks are showing more in real-world behavior than in the papers.

File:Tesla Model S Plaid Autofrühling Ulm IMG 9278.jpgAlexander-93, Wikimedia Commons

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