Automotive Brand Loyalty Rates Show Mixed Results, according to S&P Global Mobility

Rhea-AI Summary

S&P Global (NYSE:SPGI) released its latest automotive brand loyalty analysis, revealing a slight decline in industry brand loyalty rates during H1 2025. The overall brand loyalty rate dropped to 51.1%, down 1.4 percentage points from H1 2024.

Key findings include: General Motors leading manufacturers with 68.1% loyalty, Ford leading brands at 58.9%, and conquest volume increasing by 7.6% for mainstream brands and 6.2% for luxury brands. The analysis also showed a 4.2% year-over-year increase in households returning to market, marking the third consecutive year of improvement.

Positive

• Conquest volume increased 7.6% for mainstream brands and 6.2% for luxury brands
• Households returning to market rose 4.2% year-over-year
• Mini showed strongest loyalty growth with +4.6 percentage points improvement

Negative

• Industry brand loyalty rate declined 1.4 percentage points to 51.1%
• More than half of tracked brands experienced loyalty declines of 1+ percentage points
• Higher rate of brand defections due to increased competition

SOUTHFIELD, Mich., Aug. 28, 2025 /PRNewswire/ -- Industry brand loyalty rates declined slightly in the first half of 2025 following last year's rebound, according to a new S&P Global Mobility analysis of new vehicle registration data through June.

The industry's brand loyalty rate through June stood at 51.1%, down 1.4 percentage points (PPs) from the same period in 2024. The decrease marks a reversal from 2024's year-over-year gain, showing continued volatility in loyalty trends as the market continues to stabilize post-pandemic.

Both mainstream and luxury brands contributed to the decline as more than half of all brands tracked experienced year-over-year loyalty declines of one percentage point or more. Competition from conquests and evolving inventory dynamics reshaped consumer decision-making resulting in a higher rate of defections.

"The loyalty rate shift this year reflects the balance between a steady return-to-market volume and strong competition among brands," said Vince Palomarez, Associate Director, Loyalty Product Management, S&P Global Mobility. "Households are returning to market, but many are open to cross-shopping in ways we didn't see during the height of pre-pandemic loyalty."

Conquest Trends

While industry loyalty slipped, conquest volume rose in the first half of 2025. Conquest activity increased 7.6% among mainstream brands and 6.2% among luxury brands compared with the same period in 2024.

"Conquest opportunities are rebounding, particularly for luxury," said Tom Libby, Loyalty Solutions and Industry Analysis Associate Director, S&P Global Mobility. "As loyalty softened, brands that executed competitive conquest strategies were able to capture households more effectively."

Return-to-Market Dynamics

The number of households returning to market rose 4.2% year-over-year in the first half of 2025, representing the third consecutive year of improvement. While this growth provided a larger base of potential loyalists, it also created more opportunities for defections as brands competed aggressively for returning customers.

Additional mid-year highlights for 2025:

• General Motors led all multi-brand manufacturers with a loyalty rate of 68.1%.
• Ford topped all brands at 58.9% loyalty.
• Mini currently leads the industry in loyalty growth, improving its loyalty rate by +4.6 PPs year over year.
• The Chevrolet Equinox ranked as the model loyalty leader at 42.7%.

S&P Global Mobility experts will share more detail on the mid-year analysis during our next Loyalty webinar on September 4 at 1:00 p.m. ET. Register here to attend. A replay will be available to those who register.

About S&P Global Mobility

At S&P Global Mobility, we provide invaluable insights derived from unmatched automotive data, enabling our customers to anticipate change and make decisions with conviction. Our expertise helps them to optimize their businesses, reach the right consumers, and shape the future of mobility. We open the door to automotive innovation, revealing the buying patterns of today and helping customers plan for the emerging technologies of tomorrow.

S&P Global Mobility is a division of S&P Global (NYSE: SPGI). S&P Global is the world's foremost provider of credit ratings, benchmarks, analytics and workflow solutions in the global capital, commodity, and automotive markets. With every one of our offerings, we help many of the world's leading organizations navigate the economic landscape so they can plan for tomorrow, today. For more information, visit www.spglobal.com/mobility.

Media Contact:
mobilitycomms@spglobal.com

 

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SOURCE S&P Global Mobility

FAQ

What is the current automotive brand loyalty rate according to S&P Global's 2025 analysis?

According to S&P Global Mobility, the industry's brand loyalty rate through June 2025 stood at 51.1%, representing a decline of 1.4 percentage points from the same period in 2024.

Which automotive manufacturer has the highest loyalty rate in 2025?

General Motors led all multi-brand manufacturers with a loyalty rate of 68.1%, while Ford topped individual brands at 58.9% loyalty.

How did conquest activity change in the automotive industry during H1 2025?

Conquest activity increased significantly, with mainstream brands seeing a 7.6% rise and luxury brands experiencing a 6.2% increase compared to H1 2024.

What is the trend in households returning to the automotive market in 2025?

The number of households returning to market increased by 4.2% year-over-year in H1 2025, marking the third consecutive year of improvement.

Which vehicle model showed the highest loyalty rate in S&P Global's 2025 analysis?

The Chevrolet Equinox ranked as the model loyalty leader with a 42.7% loyalty rate.