Two Brands Repeat Again in Residual Value Awards

Honda, Lexus best all others in keeping the most of their MSRPs after three years.

November 19, 2024

Two Brands Repeat Again in Residual Value Awards

The Lexus LS is among five by the brand that took home model-level awards, the most of any brand J.D. Power considered.

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Lexus

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Honda and Lexus held onto their status as the brands offering the most value over time in J.D. Power’s U.S. Automotive Lease Guide Residual Value Awards.

The awards may be more closely watched now that leasing has been picking back up after the pandemic. They recognize models expected to retain the biggest percentage of the manufacturer’s suggested retail price after a three-year lease, a major consideration in a vehicle’s lease cost.

The two Japanese brands took the top brand awards in the mass-market and premium segments for the fourth straight year. Lexus, Toyota’s luxury line, also won the most model-level awards at five, followed by Toyota itself, with four.

The automakers’ self-control and balance continued to serve them and their consumers well, J.D. Power said.

“Honda stayed disciplined with pricing in 2024, avoiding the aggressive manufacturer's suggested retail price increases that diminished affordability at other brands, while Lexus’ restraint with incentives paid dividends, as incentives have a direct negative effect on the resale values of older models,” said Managing Director of ALG Customer Success Danny Battaglia in a press release.

“Additionally, the top brands consistently employ a balanced strategy with regard to trim levels, powertrains and pricing, which helps bolster residual performance and long-term value for consumers who are shopping in a highly competitive market.”

For brand-level awards, J.D. Power evaluated more than 311 models of the 2025 model year, recognizing 16 brands. After Lexus and Toyota, GMC, Honda and Subaru won the most model-level awards with three each.

The model award winners are: