Ford topped the auto industry in customer loyalty during the first half of 2025, while General Motors Co. led among multi-brand manufacturers, according to a new analysis from S&P Global Mobility.
Ford achieved a 59 percent loyalty rate, meaning nearly six in 10 customers who bought a new vehicle in the first half of the year returned to the brand. GM’s loyalty rate came in higher at 68 percent when measured across its multiple divisions. Both automakers have long histories of commanding loyalty, but the findings show they regained ground that has been challenged in recent years by Tesla, S&P Global Mobility said.
Joining Ford in the top five individual brands were Chevrolet, Toyota, Tesla and Honda. On the multi-brand side, GM was followed by Ford, Toyota, Hyundai and Honda. At the other end of the spectrum, Fiat ranked lowest among individual brands with a 4.3 percent loyalty rate. Volkswagen Group had the weakest performance among multi-brand manufacturers at 43 percent.
Tesla, which in recent years has drawn headlines for a passionate customer base, saw its loyalty rate drop sharply in early 2025. The brand’s retention fell by more than 12 percentage points to 56 percent, placing it fourth overall. Despite the decline, Tesla still maintained the highest loyalty rate among luxury automakers, according to the report.
Specific models also drove brand strength. Four Ford vehicles — including the F-Series pickup, Expedition SUV and Bronco Sport — posted loyalty levels exceeding 60 percent. Tom Libby, associate director of loyalty solutions and industry analysis at S&P Global Mobility, said those models were central to Ford’s overall results.
GM’s advantage stemmed from offering a wide product lineup, said Vince Palomarez, associate director of loyalty product management at S&P Global Mobility. “There’s a lot of choices and a lot of opportunities for those customers,” he said. The Chevrolet Equinox compact crossover emerged as the industry’s model loyalty leader, with 43 percent of customers repurchasing it. Palomarez said the vehicle typically performs well in loyalty measures, but its 2025 redesign elevated it to the top spot.
Some brands posted notable gains. Mini led the industry in loyalty growth, rising 4.6 percentage points from a year earlier to 40 percent. Both the Countryman and Mini Cooper helped lift the brand, with each model surpassing 20 percent loyalty in the first half of 2025, Palomarez said.
Not every company saw improvement. VinFast recorded the steepest decline, dropping nearly 34 percentage points year over year to a loyalty rate of 36 percent.
Across the industry, loyalty slipped overall. S&P Global Mobility said brand loyalty fell 1.4 percentage points to 51 percent during the first half of 2025, reversing an increase seen in 2024. Analysts attributed the change to lingering volatility in the auto market since the pandemic.
Libby noted that loyalty levels have yet to recover to the 54 to 55 percent range that prevailed before the pandemic. In 2019, overall loyalty stood at 54.2 percent.
The analysis also revealed shifting dynamics in consumer behavior. For years, brand loyalty closely tracked with dealer inventory. When supply was higher, so was customer retention. That connection has since weakened. Inventories have been improving, but loyalty has not rebounded in tandem, Libby said. One reason, he explained, is the expanding mix of powertrains on the market.
“Now the consumer has not only 40-some odd brands to choose from and 100 models, but also the whole topic of propulsion system,” Libby said. The growing number of hybrids and electric vehicles has given shoppers more choices, creating new opportunities for brand switching.
The loyalty report underscores how traditional brands such as Ford and GM continue to anchor customer relationships, even as new technologies and competitors change the landscape. At the same time, Tesla’s decline illustrates the challenges facing newer entrants in maintaining long-term connections with buyers.
Despite industrywide erosion, certain models and brands demonstrated resilience. Vehicles such as the F-Series and Equinox proved that strong nameplates remain powerful tools for retention, while growth stories from brands like Mini showed how product updates can influence loyalty.
Whether overall loyalty can recover to pre-pandemic levels remains uncertain. Analysts at S&P Global Mobility said the market will likely remain fluid as automakers adjust product portfolios and propulsion strategies, and as consumers weigh a wider range of options than ever before.