YouGov’s 2020 Recommend rankings reveal the brands with the highest percentage of their own customers recommending them to friends or colleagues.
Škoda has been ranked first, with 83% of its current customers saying they would recommend the carmaker to friends and family.
Volvo came a close second with 82% and Lexus took third spot achieving a 81% recommend rate, just ahead of Honda (also 81%), with Toyota rounding out the top five on 80%.
German and South Korean car manufacturers were equally well-represented, with each country occupying two spots. Audi ranked fifth (also with around 81%) and Mercedez Benz came ninth with 78%; while Kia took sixth with 80% and Hyundai earns eighth place (79%).
Julian Tooke, global director of product integration at YouGov, said: “Although Škoda comes first out of all of the brands in the Car Brands sector, all ranked brands had high recommend rates so even small increases or decreases could change who comes first next year.
“YouGov has been assessing consumer recommendation of brands for 20 years and we currently measure it in more than 40 markets.
“We understand the importance of recommendation as brand health and consumer satisfaction metrics but also as a powerful communications channel.
“While Recommend scores allow brands to accurately gauge what their own customers think of them, YouGov Recommend+ now allows brands to unlock this data and make it actionable.”
The rankings data is drawn from YouGov Recommend+, a new approach to understanding consumer advocacy.