S&P Global Mobility’s 2024 Automotive Loyalty Award winners include Subaru, General Motors and Tesla as leaders in customer loyalty to dealership, manufacturer and make, respectively. Analysts say overall brand loyalty was 51.6% in 2024, an improvement of less than a percentage point over 2023.

Subaru reclaimed S&P’s Overall Loyalty to Dealer award after winning it in 2022 and losing it to Nissan last year. The awards track repeat new vehicle purchase rates based on an analysis of more than 13.1 million U.S. vehicle registrations.

“While brand loyalty is still below pre-pandemic levels, we are starting to see a consistent trend of customers going back to the brands they are familiar with,” writes Joe LaFeir, president of S&P Global Mobility’s Automotive Insights division, in a release announcing the awards. “This will be important as we navigate a period of uncertainty in our industry assessing tariff and trade impacts on vehicle demand, making retention an even greater indicator of brand health.”

Tesla also took top honors for Ethnic Market Loyalty to Make and Highest Conquest Percentage while Lincoln (Overall Loyalty to Model, for the Corsair SUV) and Land Rover (Most Improved Make Loyalty) rounded out the factory-level awards.

Read more at S&P Global