Taking into account that the automotive sector is one of the most competitive globally and is constantly developing, driven by the need of brands to attract and retain customers, it becomes clear that a deeper understanding of customer loyalty in the context of vehicle purchasing is crucial. Therefore, the purpose of this work is to evaluate how brand image, perceived quality, and customer satisfaction interact and impact the creation of customer loyalty in this segment of the automotive sector, proposing a new conceptual model for this purpose. To validate the proposed associations, an online survey was conducted with individuals who own or have previously owned vehicles of any type. The data collected were assessed using structural equation modeling, and the results suggest that brand image has a positive impact on perceived quality, which in turn influences customer satisfaction and, consequently, customer loyalty.