Defining the level of “love” a car owner has for their vehicle is a question that cannot be easily answered. However, when a car owner keeps a vehicle for over 15 years, it can be seen as a sign of their satisfaction with the car or even a deep affection for it, as most people would not hold onto a car they don’t like for that long.
A recent study by iSeeCars analyzed over 929,000 cars sold from January to September 2024, ranging from 1981 to 2009 models, to determine which brands are most likely to be retained by their original owners.
The latest study identified 13 models of cars that were retained by their original owners for at least 15 years. Previous research by iSeeCars found that the average ownership period for new cars is around 8 years, so retaining a new car for 15 years or more indicates a significantly heightened level of affection towards these models.
Among these top 13 models, Toyota accounted for 7, including three hybrid models.
“Most consumers wouldn’t stick with the same car for over a decade, but if they do, it can save them a significant amount on ownership costs,” said Karl Brauer, an executive analyst at iSeeCars. “Holding onto a car for 15 years means not having to make payments for most of that time, and insurance and registration costs decrease as well. As the car ages, these reduced expenses can offset higher maintenance costs, especially for durable models.”
The study showed that the Toyota Highlander Hybrid is the most popular car among Americans, with the highest proportion of owners retaining it for 15 years or more.
Toyota had 7 models among the top 13 preferred models, more than any other brand. Models such as the Camry Hybrid, Highlander (non-hybrid), Tacoma, Prius, RAV4, and Tundra also featured prominently.
Non-Toyota models on the list included the Honda CR-V, Ford Escape Hybrid, Lexus IS 350, Nissan Versa, Honda Ridgeline, and Subaru Forester.
Five out of the top 13 models were hybrid cars, indicating that high fuel efficiency and low operating costs are key factors for owners to retain their vehicles for 15 years or longer.
Here are the 13 most beloved cars among Americans and the percentage of owners retaining them for 15 years or more (overall average retention rate for all models is 3.7%):
1. Toyota Highlander Hybrid – 7.0%;
2. Toyota Camry Hybrid – 6.9%;
3. Toyota Highlander – 6.6%;
4. Toyota Tacoma – 6.4%;
5. Toyota Prius – 6.3%;
6. Honda CR-V – 6.3%;
7. Ford Escape Hybrid – 6.3%;
8. Toyota RAV4 – 6.2%;
9. Lexus IS 350 – 5.8%;
10. Nissan Versa – 5.7%;
11. Toyota Tundra – 5.5%;
12. Honda Ridgeline – 5.5%;
13. Subaru Forester – 5.5%.
“These models offer functionality and high value that makes them worth keeping for the long term,” Brauer said. “If you’re committed to owning a car for 15 years or longer, you would prioritize reliability, practicality, and fuel efficiency, all of which these models deliver.”
Undoubtedly, Toyota is also the most beloved brand among American car owners, with the highest proportion of owners retaining their Toyota cars for 15 years or more. Following Toyota are Honda and Lexus, with at least one model entering the top ten most beloved models. Mazda, Hyundai, and Subaru also ranked higher than the industry average.
“Lexus is the only luxury brand on the list, and only Asian automakers appear on it,” Brauer noted. “Like the overall list of most beloved models, these brands represent high value and relatively lower costs, with Lexus even offering models priced below American and European luxury cars.”
“SUVs have become the most popular category of vehicles due to their durability and versatility,” Brauer added. “This makes SUVs more suitable for long-term ownership as they can cater to the ever-evolving needs of owners over 15 years or more.”
In this list, Toyota once again dominates, occupying 6 out of the top 10 spots for long-term SUV ownership.
Here are the 10 most beloved SUVs among Americans and the percentage of owners retaining them for 15 years or more (overall average retention rate for all models is 3.5%):
1. Toyota Highlander Hybrid – 7.0%;
2. Toyota Highlander – 6.6%;
3. Honda CR-V – 6.3%;
4. Ford Escape Hybrid – 6.3%;
5. Toyota RAV4 – 6.2%;
6. Subaru Forester – 5.5%;
7. Toyota Venza – 5.2%;
8. Honda Pilot – 5.0%;
9. Toyota 4Runner – 4.8%;
10. Toyota Sequoia – 4.7%.