Friday, December 1, 2023
News Tesla Cybertruck's Arrival: A Boost for Brand Loyalty Amid Growing EV Options

Tesla Cybertruck’s Arrival: A Boost for Brand Loyalty Amid Growing EV Options

The upcoming Tesla Cybertruck may solidify brand loyalty, with the electric vehicle market expanding and Tesla owners showcasing rarely seen brand fidelity.


  • Tesla’s brand loyalty rate stands at 68%, with 90% for those buying another electric vehicle.

  • The Cybertruck’s anticipated launch offers Tesla owners a fresh option within the brand.

  • Competing EV brands are slowly making inroads, with Rivian, Mercedes, and BMW leading.


Tesla owners have long demonstrated an unwavering brand loyalty, with only a 10% migration rate to other electric vehicle (EV) brands like Rivian, Mercedes-Benz, and BMW. However, the upcoming introduction of the Tesla Cybertruck could further solidify this allegiance, offering them a new vehicle choice within the Tesla family.

Tesla Cybertruck
Tesla Cybertruck | Photo: Tesla

Despite Tesla’s impressive brand loyalty, its current vehicle lineup, consisting of two sedans and two crossovers, has been limited in its variety. This is where the Cybertruck comes in. As highlighted by S&P Global Mobility, which monitors Tesla’s loyalty statistics, the Cybertruck’s launch could be pivotal in retaining Tesla enthusiasts, while also attracting new ones.

Tesla Cybertruck
Tesla Cybertruck | Photo: Tesla

Kent Chiu from S&P Global Mobility elaborated on the importance of expanding Tesla’s portfolio, emphasizing how the Cybertruck and other future models, like the second-gen Roadster, can entice existing owners to explore different vehicles within the brand. Yet, the challenge remains for Tesla to bring these vehicles to the market swiftly.

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Tesla’s current loyalty rate is noteworthy. About 68% of Tesla owners stick with the brand when purchasing a new vehicle. This figure jumps to a significant 90% when they choose another EV, indicating the brand’s dominant position as the industry pivots towards electric mobility.

Tesla Cybertruck
Tesla Cybertruck | Photo: Tesla

However, with the electric vehicle market becoming increasingly competitive, Tesla faces the challenge of maintaining its dominant position. When Tesla owners do opt for another brand, choices like Rivian, Mercedes, and BMW are on the rise, though they collectively account for only a small percentage.

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