Ford had received the award for twelve consecutive years up to now.
General Motors is the manufacturer with the highest brand loyalty.
The Tesla Model 3 and Model Y also won their respective categories.
Tesla was the automaker with the highest brand loyalty in the United States in 2022, taking the title from Ford who earned every year since 2009.
This means that those who already owned a Tesla were more likely to purchase another vehicle from the same brand than the owners of any other vehicle in America, which shows that the proportion of satisfied Tesla owners is quite high.
Tesla did very well in this study conducted by S&P Global Mobility since the company also won the categories for “Ethnic Market Loyalty to Make”, “Most Improved Make Loyalty”, “Alternative Powertrain Loyalty to Make”, and “Highest Conquest Percentage”.
In addition, both the Tesla Model 3 and Tesla Model Y were at the top of their respective categories in relation to customer loyalty per vehicle model.
The “Ethnic Market Loyalty to Make” category is interesting since it shows that Tesla is more popular with buyers who are considered as being part of an ethnic minority than the average for all vehicles sold in the U.S. last year.
Indeed, “ethnic” buyers accounted for 40% of all vehicles sold in the country while they made up 52% of all Tesla sales.
2022 Ford F-150 Tremor | Photo: Matt St-Pierre
Other automakers who stood out in the study are General Motors, Subaru, and Mercedes-Benz.
The first is not very surprising since GM has held the top spot for manufacturer loyalty for the eighth consecutive time despite more and more buyers looking elsewhere for their new car.
The distinction between “manufacturer” and “brand” loyalty is that the former takes into account all of the vehicle brands produced by the same entity (ie: Chevrolet, Buick, Cadillac GMC) while the latter only looks at one specific brand.
Subaru was given an award for having the highest customer loyalty to dealerships and Mercedes-Benz was recognized as having the most improved Alternative Powertrain Loyalty to Make.
Even if it has been excluded from the list, Ford didn’t walk away empty-handed either since the F-Series pickup is still the pickup truck with the highest customer loyalty in the U.S and the Lincoln Nautilus won the luxury mid-size utility segment.
Source: Automotive News
