Customer loyalty is a cornerstone for automotive brands, yet not all manufacturers succeed in retaining their existing clientele. A recent study by S&P Global highlights this challenge.
According to S&P Global’s research in the U.S. market, today’s consumers are more likely to switch brands when purchasing their next vehicle compared to previous years. However, some brands continue to hold strong loyalty among their customers. General Motors (GM) stands as a prime example.
While S&P Global notes a decline in customer loyalty for GM brands in the first half of 2025, GM still leads in customer retention among multi-brand manufacturers in the U.S. market. Ford, meanwhile, boasts the highest loyalty rate among single-brand manufacturers.
The U.S. auto industry continues to stabilize post-COVID-19 disruptions. The study reveals a polarization in customer loyalty, with some brands gaining ground while others lag.
From January to June 2025, GM led all multi-brand manufacturers with a 68.1% customer loyalty rate. Ford, Toyota, Hyundai, and Honda followed, while Volkswagen trailed with a 43% rate.
S&P Global’s study does not detail loyalty rates for individual GM brands but highlights the Chevrolet Equinox as the leader in customer loyalty, with a 42.7% rate. This indicates strong brand allegiance among Equinox owners.
Among single-brand manufacturers, Ford leads with a 58.9% loyalty rate, followed by Chevrolet, Toyota, Tesla, and Honda. Tesla’s score dipped to 56%. Ford’s success is bolstered by models like the F-series, Expedition, and Bronco Sport, each with over 60% loyalty.
Mini saw the most significant growth, increasing its loyalty rate by 4.6 percentage points year-over-year. Fiat ranked last with a 4.3% loyalty rate.
In the first half of 2025, the average industry loyalty rate was 51.1%, down 1.4% from the same period in 2024 but higher than the 50.6% in the first half of 2023 and 2022. However, it remains below the 52.7% in the first half of 2021 and 54.8% in the first half of 2020.
S&P reports that about 50% of brands experienced a loyalty decline of at least one percentage point compared to the previous year, affecting both mainstream and luxury segments.
Vince Palomarez, Product Management Director for Customer Loyalty at S&P Global Mobility, explains: “This year’s loyalty shifts reflect a balance between customers returning to a stabilized market and intensified brand competition. Households are re-entering the market, but many are open to considering other brands in ways unseen pre-pandemic.”
As brand loyalty weakens, efforts to attract new customers intensify. In the first half of 2025, mainstream brands saw a 7.6% increase in customer conquest, while luxury brands saw a 6.2% rise.
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