#United States #Tesla #General Motors #Lincoln Corsair #Southfield, MI

S&P Global Mobility Announces 2024 Automotive Loyalty Awards Winners

On February 26, 2025, S&P Global Mobility released the results of its 2024 Automotive Loyalty Awards, showcasing brands that excel in customer loyalty within the automotive sector. Notably, General Motors emerged as the top manufacturer for loyalty, while Tesla was recognized for its overall brand allegiance.

The awards are based on data from consumer buying patterns from January to December 2024, which indicated a subtle but significant growth in brand loyalty across the industry. The overall loyalty rate climbed to 51.6%, a modest increase from the previous year's 51.0%, reflecting a 4% rise in returning customers. This trend suggests that consumers not only return to the market but also tend to stick with the brands they’ve already established a relationship with.

Joe LaFeir, President of Automotive Insights at S&P Global Mobility, emphasized the importance of this loyalty trend amid economic uncertainties and the ongoing assessment of tariff impacts on the automotive market. He remarked, "While brand loyalty is still below pre-pandemic levels, we are starting to see a consistent trend of customers going back to the brands they are familiar with."

The evaluation process for the Automotive Loyalty Awards is rooted in the analysis of over 13.1 million new retail vehicle registrations in the U.S. throughout the year. The loyalty of a brand is determined when consumers who already own a vehicle return to acquire another from the same make, model, or manufacturer, whether for replacement or as an addition.

This year saw General Motors scoring its 10th consecutive award for 'Overall Loyalty to Manufacturer,' marking a remarkable achievement with a total of 21 awards from the past 29 years. Tesla also had an outstanding year, clinching awards for 'Overall Loyalty to Make,' 'Ethnic Market Loyalty to Make,' and 'Highest Conquest Percentage,' continuing its streak of success in these categories for the third consecutive year.

The awards also highlighted significant wins for newcomers, with Lincoln Corsair taking home the 'Overall Loyalty to Model' award and Subaru reclaiming the 'Overall Loyalty to Dealer' title. Furthermore, Land Rover was recognized as the 'Most Improved Make Loyalty,' demonstrating a concerted effort towards enhancing customer retention within the competitive automotive landscape.

Vince Palomarez, Associate Director of Loyalty Analysis at S&P Global Mobility, stated, "This year's winners have really emphasized the different levels of effort that is being put into loyalty across the industry. From the consistent performance of strong retention by General Motors and Tesla to recognizing the efforts put into loyalty improvement from a brand like Land Rover, the industry is more cognizant of the importance of customer retention than ever before."

List of Key Winners:

Manufacturer and Make Loyalty Awards

• - Overall Loyalty to Manufacturer: General Motors
• - Overall Loyalty to Make: Tesla
• - Overall Loyalty to Model: Lincoln Corsair
• - Ethnic Market Loyalty to Make: Tesla
• - Most Improved Make Loyalty: Land Rover
• - Overall Loyalty to Dealer: Subaru
• - Highest Conquest Percentage: Tesla

Segment Model Loyalty Awards

• - Small Utility: Chevrolet Equinox
• - Mid-Size Utility: Jeep Grand Cherokee
• - Full-Size Utility: Ford Expedition
• - Light-Duty Pickup: Ford F-Series
• - Heavy-Duty Pickup: Ford F-Series (250/350)
• - Van: Honda Odyssey
• - Sports Car: Porsche 911
• - Passenger Car: Nissan Sentra
• - Luxury Small Utility: Lincoln Corsair
• - Luxury Mid-Size Utility: Lincoln Nautilus
• - Luxury Full-Size Utility: Land Rover Range Rover
• - Luxury Car: Lexus ES

The S&P Global Mobility Loyalty Awards have been recognizing automotive loyalty for 29 years, providing essential insights that guide automakers and their marketing partners in understanding consumer purchasing behaviors.

About S&P Global Mobility

S&P Global Mobility offers unparalleled insights drawn from vast automotive data, assisting clients in foreseeing shifts in the market and making informed decisions. As part of S&P Global, the leading provider of credit ratings, benchmarks, and analytics, the Mobility division is integral in navigating the economic landscape of the automotive sector. For more detailed information, visit www.spglobal.com/mobility.