#United States #Southfield #Tesla #General Motors #Automotive Loyalty

S&P Global Mobility Unveils 2025 Loyalty Awards

On January 14, 2026, during the Detroit Auto Show, S&P Global Mobility announced its 30th annual Automotive Loyalty Awards, recognizing the vehicle manufacturers that excel in fostering customer loyalty. This year, General Motors retained the prestigious title of 'Overall Loyalty to Manufacturer' for the 11th consecutive year, while Tesla secured the 'Overall Loyalty to Make' award for the fourth consecutive year. In a time of fluctuating market dynamics, these awards demonstrate remarkable achievement and resilience in retaining customers.

The awards are based on an extensive analysis of 13.6 million new retail vehicle registrations in the U.S. between October 2024 and September 2025. Joe LaFeir, President of Mobility Business Solutions at S&P Global Mobility, stated, "For 30 years, this analysis has provided a fact-based measure of brand health, and this year's results are particularly insightful. The market isn’t rewarding a singular strategy but is indicating a need for manufacturers to maintain broad portfolios in order to keep their customers loyal."

A Closer Look at Market Strategies

The analysis showed that margins between competitors are razor-thin, leading to fiercely contested categories with awards decided by less than one percentage point. According to Vince Palomarez, Associate Director of Loyalty Analysis at S&P Global Mobility, the competition had become incredibly tight, further emphasizing the significance of each win among manufacturers.

This year’s awards reveal distinct strategic approaches employed by the winners to cultivate loyalty. Mini, for instance, was awarded 'Most Improved Make Loyalty' due to successful redesigns of its Cooper and Countryman models, demonstrating the critical role of product updates in consumer retention. Similarly, the Chevrolet Equinox clinched the title of 'Overall Loyalty to Model,' buoyed by a notable redesign that resulted in a four-percentage-point increase in model loyalty compared to the previous year.

Subaru showcased a different method, winning the 'Overall Loyalty to Dealer' award thanks to strong performance in high-volume markets on the East Coast, where dealer loyalty reached an impressive 43.7%—a striking contrast to their national average of 37.9%.

Meanwhile, Tesla's multiple accolades underscore a strategy of targeted market engagement and reliable disruption. Its success in 'Ethnic Market Loyalty to Make' came from impressive retention rates among Asian (63.6%) and Hispanic (61.9%) households, significantly surpassing national averages for those demographics. Notably, Tesla also achieved the 'Highest Conquest Percentage' award for the sixth consecutive year, further solidifying its innovative presence in the market.

Complete List of 2025 Award Winners

The 2025 Loyalty Awards highlighted several categories and winners:

• - Overall Loyalty to Manufacturer: General Motors
• - Overall Loyalty to Make: Tesla
• - Overall Loyalty to Model: Chevrolet Equinox
• - Ethnic Market Loyalty to Make: Tesla
• - Most Improved Make Loyalty: Mini
• - Overall Loyalty to Dealer: Subaru
• - Highest Conquest Percentage: Tesla

A Legacy of Insightful Measurement

The SP Global Mobility Loyalty Awards utilize a methodology developed over 30 years, focusing on tracking brand loyalty through repeated purchases from households. A ‘loyalty’ designation is attributed when a household owning a new vehicle returns to buy another vehicle from the same manufacturer within the specified timeframe.

SP Global Mobility plays a vital role in delivering automotive insights through comprehensive data analysis, enabling manufacturers and consumers to anticipate changes in the market landscape effectively. This analysis serves as a beacon for manufacturers aiming to enhance their engagement strategies and innovate for the future.

As the automotive industry continues to navigate the complexities of customer preferences and market shifts, the 2025 Loyalty Awards not only celebrate achievement but also underscore the ongoing need for brands to adapt and excel in retaining their clientele in a competitive arena.