Car manufacturers are increasingly struggling to retain customers amid rising brand switching and fierce competition. New research from S&P Global reveals the brands with the highest customer loyalty rates, while many competitors face challenges.
Data from January-June shows General Motors (GM) leading all multi-brand manufacturers with a 68.1% loyalty rate. Ford, Toyota, Hyundai, Honda, and Volkswagen followed, respectively.
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Expedition - one of the products that helped Ford achieve the highest customer loyalty rate among individual brands. Photo: Ford |
Expedition - one of the products that helped Ford achieve the highest customer loyalty rate among individual brands. Photo: Ford
The study did not break down the loyalty rates of individual GM brands, but it did reveal that the Chevrolet Equinox ranked as the top model for loyalty with 42.7%.
Among individual brands, Ford took the top spot with a 58.9% loyalty rate. Chevrolet, Toyota, Tesla, and Honda trailed closely behind, though Tesla’s score dropped over 12 points to 56%. Ford’s success was bolstered by models like the F-Series, Expedition, and Bronco Sport, each achieving loyalty rates above 60%.
Mini recorded the strongest growth, increasing its loyalty rate by 4.6 percentage points compared to the same period last year. Fiat lagged behind the entire market with a loyalty rate of just 4.3%.
The study revealed that during the first six months of this year, the average brand loyalty across the auto industry reached 51.1%, down 1.4% compared to the same period in 2024, but slightly higher than the 50.6% in the first half of 2023 and 50.6% in the first half of 2022. However, this figure remains lower than the 52.7% in the first half of 2021 and 54.8% in the first half of 2020.
According to S&P, about half of the brands recorded a loyalty decline of at least one percentage point compared to the same period in 2024. Both mainstream and premium segments were affected.
As buyers become less attached to the same brand, conquesting activity rises. In the first half of 2025, conquest volume for mainstream brands increased by 7.6%, while premium brands saw a 6.2% increase.
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