Two U.S. Brands Have Emerged as Leaders in Consumer Loyalty | Carscoops

      A recent study highlights which automakers are successfully retaining customers, while others are experiencing increasing defections and intense competition.

      In the first half of 2025, General Motors achieved the highest multi-brand loyalty rate at 68.1 percent. The average brand loyalty across the industry fell to 51.1 percent, a drop of 1.4 points. At the same time, conquest activity saw a 7.6 percent increase among mainstream brands.

      As new car buyers shop for their next vehicle, they are more inclined to switch to a different automaker than in previous years, though some brands continue to maintain their loyalty. The study indicates that, despite an overall decrease in brand loyalty in the first half of 2025, General Motors retained its leading position among multi-brand manufacturers, with Ford achieving the highest loyalty rate for an individual brand.

      These findings suggest that the auto industry is gradually recovering from the disruptions caused by the COVID-19 pandemic, even though some of the loyalty gains from last year are beginning to fade. It also highlights the fragmentation of customer loyalty, with certain brands gaining ground while others lose it.

      Data from S&P Global reports that from January to June, GM led all multi-brand manufacturers with a loyalty rate of 68.1 percent. Following GM were Ford, Toyota, Hyundai, and Honda, while the Volkswagen Group lagged at 43 percent.

      Although the study didn't specify loyalty rates for each brand under GM, it revealed that the Chevrolet Equinox was the top model in terms of loyalty at 42.7 percent, indicating that Equinox owners are keen to drive another one.

      Among individual brands, Ford ranked highest with a loyalty rate of 58.9 percent, closely followed by Chevrolet, Toyota, Tesla, and Honda, with Tesla's score dropping over 12 points to 56 percent. Ford's impressive performance was supported by models like the F-series, Expedition, and Bronco Sport, all of which had loyalty rates exceeding 60 percent.

      Mini saw the most significant growth, increasing its loyalty rate by 4.6 percentage points compared to the previous year. Conversely, VinFast experienced the largest decline, falling nearly 34 points to 36 percent, while Fiat's loyalty rate lagged behind at just 4.3 percent.

      The study found that, for the first six months of this year, average brand loyalty in the automotive industry stood at 51.1 percent. This marks a 1.4 percent decrease from the same period in 2024 but is slightly up from 50.6 percent in the first half of 2023 and the same 50.6 percent in the first half of 2022. However, it is down from 52.7 percent in the first half of 2021 and 54.8 percent in the first half of 2020.

      Competition and Cross-Shopping

      According to S&P, approximately half of all brands experienced a drop in loyalty of at least one percentage point year over year, affecting both mainstream and luxury segments.

      Vince Palomarez, associate director of loyalty product management at S&P Global Mobility, explained the trend: “The shift in loyalty rates this year reflects the balance between a steady return to market volume and fierce competition among brands. Households are returning to market, but many are more open to cross-shopping than we observed during the height of pre-pandemic loyalty.”

      As consumers become less committed to a single brand, conquest activity has risen. In the first half of 2025, conquest volumes for mainstream brands increased by 7.6 percent, while luxury brands saw a 6.2 percent rise.