One of the challenges in the automotive industry during the Covid-19 pandemic is that brands have lost loyal customers. However, as the supply gradually stabilizes, consumer behavior, including loyalty, has also become more stable.
According to a study by S&P Global, in 2022, the loyalty rate of automotive brands in the US market only reached 50.2%. By 2023, this rate had increased by 0.8% to 51%.
While this figure may not be a significant jump, it is the first time that the loyalty rate of automotive brands has increased since 2019. This increase coincides with improved inventory levels at dealerships, making it easier for customers to purchase cars. This is one of the factors that contribute to increased customer loyalty to automotive brands.
According to the latest research by S&P Global, General Motors (GM) has the highest loyalty rate in 2023 among automotive manufacturers. This is the 9th consecutive year that GM has topped the loyalty rate in the US market. In the 28 years of this study, GM has been at the top 20 times.
Meanwhile, the most loyal brand in 2023 in the US market is Tesla. This is also the 2nd consecutive year that Tesla has achieved this position.
Next is the award for the brand with the highest increase in customer loyalty in 2023, which goes to Acura. For Nissan, the brand has the highest customer loyalty to dealerships. On the other hand, Mitsubishi has the highest increase in customer loyalty for alternative powertrain vehicles.
In addition, Tesla also won titles such as “Highest conquest rate” and “Brand with the most loyal customers for alternative powertrain vehicles” in S&P Global’s research. The popularity of the Model 3 and Model Y, along with their ability to attract customers from traditional internal combustion engine cars to electric vehicles, has brought success to Tesla.
| Title | Winning brand |
| Brand with the most loyal customers | General Motors |
| Most loyal niche brand | Tesla |
| Brand with the highest increase in customer loyalty | Acura |
| Brand with the most loyalty to dealerships | Nissan |
| Highest conquest rate | Tesla |
| Brand with the most loyal customers for alternative powertrain vehicles | Tesla |
| Brand with the highest increase in customer loyalty for alternative powertrain vehicles | Mitsubishi |
| Most loyal new model | Lincoln Nautilus |
Brands winning titles in S&P Global’s latest research
However, the Tesla Model 3 and Model Y are not the most loyal vehicles in 2023. Instead, that title goes to the Lincoln Nautilus. Over 42% of customers affirmed that they would continue to purchase the Lincoln Nautilus if they needed a new car.
This is the 2nd consecutive year that the Lincoln Nautilus has the highest customer loyalty rate in the midsize luxury SUV segment. The Nautilus is also one of the top two models from the Lincoln brand in terms of customer loyalty, alongside the Corsair.
It is surprising that there is no presence of Toyota in the list of the most loyal vehicles. In contrast, Toyota’s luxury brand Lexus contributes one model, the ES. Honda also has only one representative in the list, the Accord, which tops the large car segment. The remaining Japanese brand on the list is Nissan with the Rogue, leading the small SUV segment in terms of customer loyalty in 2023.
The remaining brands on the list are mainly American brands such as Ford, Jeep, GMC, Chrysler, Dodge, Chevrolet, and Cadillac. On the other hand, German brands contribute 2 representatives, Porsche and Mercedes-Benz.
| Segment | Winning vehicle |
| Small crossover | Nissan Rogue |
| Midsize crossover | Jeep Grand Cherokee |
| Large crossover | Ford Expedition |
| Midsize pickup truck | Ford Maverick |
| Light-duty pickup truck | Ford F-Series |
| Heavy-duty pickup truck | GMC Sierra 2500/3500 |
| Minivan | Chrysler Pacifica |
| Sports car | Dodge Challenger |
| Small car | Chevrolet Bolt |
| Large car | Honda Accord |
| Small luxury crossover | Lincoln Corsair |
| Midsize luxury crossover | Lincoln Nautilus |
| Large luxury crossover | Land Rover Range Rover |
| Luxury sports car | Porsche 911 |
| Small luxury car | Cadillac CT5 |
| Midsize luxury car | Lexus ES |
| Large luxury car | Mercedes-Benz S-Class |
List of the most loyal vehicles in each segment in 2023
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