While that's true, the report points out that the Prius is tops on their list for engendering loyalty.

The table they used isn't going to be formatted correctly, here but...:
Model Model-Level Brand-Level Corporation-Level
Retention Retention Retention
Prius 41.9% 74.3% 78.2%
Avalon 36.1% 64.9% 71.5%
Highlander** 14.1% 63.9% 67.0%
Camry 35.4% 62.2% 64.6%
Echo N/A 54.0% 62.9%
Sienna 28.9% 59.2% 61.5%
RAV4 27.3% 58.7% 61.4%
Toyota Brand 56.4% 60.0%

So, the overall brand loyalty to Toyota was 60%, while the overall brand loyalty for the Prius was 74%. I'd call that significant.

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