American electric automaker Tesla beat Ford for US brand loyalty for the first time in 12 years, according to a recent study of S&P Global Mobility.
The Musk-led company has also won 7 awards in total, demonstrating its brand loyalty dominance in the state. However, the greatest triumph was when Tesla finally defeated Ford in the category “Overall Loyalty to Make.”
27th annual Automotive Loyalty Awards
S&P Global Mobility examined the 11.7 million new retail vehicle registrations in the US for 2022.
When a household purchases another brand-new car from the same make, model, or producer after purchasing one previously, that household has demonstrated its brand loyalty.
Notably, the new car the customers bought may replace or complement the current one.
However, it would be considered a “conquest” if the customers buy from a different brand.
Tesla has won 7 awards
Tesla currently owns about 60% of the US’ new electric car market. That said, it is unsurprising that Tesla received five awards in the Manufacturer and Make Loyalty category and two in the Segment Model Loyalty Awards.
Below are Tesla’s awards:
| Manufacturer and Make Loyalty | Segment Model Loyalty Awards |
| Overall Loyalty to Make Ethnic Market Loyalty to Make Most Improved Make Loyalty Highest Conquest Percentage (repeat winner) Alternative Powertrain Loyalty to Make (repeat winner) | Luxury Small Utility: Tesla Model Y Luxury Small Car: Tesla Model 3 |
“On top of its ‘Overall Loyalty to Make’ recognition, Tesla scored repeat wins for ‘Highest Conquest Percentage’ and “Alternative Powertrain Loyalty to Make.’ The combination of an active return-to-market consumer base and a majority share of BEV sales were contributors to Tesla’s loyalty performance this year. However, the brand’s resonance with ethnic consumers was a key driver in its recognition of loyalty improvement and diversity retention.”
S&P Global Mobility
Meanwhile, below are the full list of the awards:
| MANUFACTURER AND MAKE LOYALTY AWARDS | WINNER |
| Overall Loyalty to Manufacturer | General Motors* |
| Overall Loyalty to Make | Tesla |
| Ethnic Market Loyalty to Make | Tesla |
| Most Improved Make Loyalty | Tesla |
| Overall Loyalty to Dealer | Subaru |
| Highest Conquest Percentage | Tesla* |
| Alternative Powertrain Loyalty to Make | Tesla* |
| Most Improved Alternative Powertrain Loyalty to Make | Mercedes-Benz |
As you can see, there were only two awards that Tesla did not receive, the “Overall Loyalty to Manufacturer” and “Overall Loyalty to Dealer.” However, it only makes sense since Tesla only comes with a single brand, unlike General Motors. Furthermore, Tesla does not employ the dealer model, unlike Subaru.
| SEGMENT MODEL LOYALTY AWARDS | WINNER |
| Small Utility | Chevrolet Equinox |
| Mid-Size Utility | Subaru Outback |
| Full-Size Utility | Chevrolet Tahoe |
| Mid-Size Pickup | Honda Ridgeline* |
| Light-Duty Pickup | Ford F-Series |
| Heavy-Duty Pickup | Chevrolet Silverado 2500/3500 |
| Van | Mercedes-Benz Sprinter |
| Sports Car | Dodge Challenger* |
| Small Car | Chevrolet Bolt* |
| Large Car | Nissan Altima |
| Luxury Small Utility | Tesla Model Y |
| Luxury Mid-Size Utility | Lincoln Nautilus |
| Luxury Full-Size Utility | Land Rover Range Rover |
| Luxury Sports Car | Chevrolet Corvette* |
| Luxury Small Car | Tesla Model 3 |
| Luxury Mid-Size Car | Lexus ES* |
| Luxury Full-Size Car | Mercedes-Benz S-Class* |
All that said, it is indeed good news for the electric vehicle industry as it shows that customers are now actually shifting away from internal combustion engine vehicles. Tesla’s dominance is also somehow remarkable as it was not affected by the controversies involving CEO Elon Musk.
