S&P Global Mobility analyzed the state of customer loyalty in the US automotive industry throughout 2025, highlighting a general loyalty rate of 51.1%.
Key Loyalty Statistics
Mainstream vs. Luxury: Mainstream brands hold a higher loyalty rate (51.8%) compared to luxury brands (48.0%).
Top Performers: Mainstream: Ford (58.8%), Chevrolet (57.8%), and Toyota (57.7%).
Luxury: Tesla leads significantly at 59.5%, followed by Mercedes-Benz and BMW.
Ownership Impact: Leasing drives much higher loyalty (60.4%) than purchasing with a loan (48.0%) or cash (48.6%).
What Drives Retention?
Captive Lenders: Finance branches tied to manufacturers (captive lenders) see a "captive lift," boasting a 55.5% loyalty rate compared to traditional banks or credit unions.
Geography: Loyalty is not uniform; it varies by state based on regional brand strength, climate-related vehicle needs, and local dealer engagement.
Lifecycle Marketing: Successful OEMs "graduate" customers through their portfolio-for example, moving a customer from an entry-level sedan to an SUV as they start a family.
Thanks for reading everybody!
-Paul