Tesla and Toyota Lead 2026 U.S. Vehicle Resale Value Awards

Edgen Stock·Jan 20 2026, 15:05

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Key Takeaways

J.D. Power announced the results of its 2026 U.S. ALG Residual Value Awards, which identify vehicles projected to hold the highest percentage of their original retail price after three years. The awards underscore brand health and are a critical factor in determining vehicle leasing costs for consumers and manufacturers.

Tesla was named the top premium brand, benefiting from a disciplined incentive strategy that avoided the heavy discounting seen across the luxury EV market in 2025.
Toyota secured the award for top mass-market brand, driven by strong wholesale retention, brand value, and controlled sales to rental fleets.
At the model level, Toyota led all manufacturers with six awards, including a fifth consecutive win for the Tundra pickup truck.

Tesla and Toyota Secure Top Brand Honors for 2026 Resale Value

Tesla and Toyota have been recognized for superior long-term value in the J.D. Power 2026 U.S. ALG Residual Value Awards, announced on January 20, 2026. Tesla was named the top premium brand, while Toyota earned the top honor for mass-market brands. The awards identify which vehicles are projected to retain the highest percentage of their manufacturer's suggested retail price after a three-year ownership period, a key metric for leasing costs and overall brand desirability.

Tesla's leadership in the premium category was propelled by its disciplined pricing strategy in 2025, which allowed it to bypass the high incentives used by competing luxury electric vehicle brands. This approach helped solidify the resale value of its models. Toyota's win was attributed to a combination of strong wholesale retention, consistent brand value, and a disciplined management of sales to rental fleets, which can dilute a brand's used-market value.

Toyota Dominates with Six Model-Level Awards

Beyond its top brand award, Toyota also led the industry with six individual model-level awards. The winning models were the GR Supra, GR86, Camry, Sequoia, Tundra, and Tacoma. The results highlighted the enduring value of key Toyota vehicles, with the Tundra securing its award for the fifth consecutive year and the GR Supra earning its fourth.

In total, 14 different brands received awards across 26 vehicle segments. Following Toyota, BMW, Lexus, and Tesla each earned three model-level awards. Tesla's winners included the Model 3, the refreshed Model Y, and the Cybertruck. Other notable segment winners included the Ford Bronco, Honda Civic, and Jeep Wrangler, demonstrating strong projected value retention across a diverse range of popular vehicles.