GM and Tesla rating big in S&P Global Mobility loyalty awards

S&P Global Mobility conducts all types of surveys and studies all year long to gauge consumer loyalty and automaker brand perception. The organization recently released its 2023 Annual Automotive Loyalty Awards, with Tesla and General Motors taking top marks within the twenty seventh iteration of the study.

General Motors’ win within the “Overall Loyalty to Manufacturer” is its nineteenth in 27 years. S&P said that strong demand and rising inventory levels helped the automaker. Tesla took the highest spot for “Overall Loyalty to Make,” with the organization citing its dominance within the EV space and an actively shopping consumer base as aspects in its win.

“Ethnic” buyers accounted for an enormous 40 percent of latest vehicle registrations last yr, and were major players in Tesla’s loyalty success. S&P Global Mobility combined several groups under the “ethnic” category and said that Tesla was the general winner with the group, seeing 52 percent of its overall loyalty volume from ethnic consumers. S&P defines ethnic consumers as buyers not from Eastern or Western Europe, including immigrants and other people with heritage from those regions.

S&P Mobility analyzed almost 12 million latest vehicle registrations in 2022 to calculate its scores. It defines loyalty as a household that owns a brand new vehicle and returns to purchase one other vehicle of the identical make, model, or manufacturer. The brand new purchase can replace or add to the prevailing garage.

Outside of the winners, S&P tracks brands that improve over time. Mercedes-Benz won the complicatedly titled “Most Improved Alternative Powertrain Loyalty to Make” due to its latest EQS EV. Subaru won its first “Overall Loyalty to Dealer” award, with 38 percent of homeowners returning to purchase from the identical dealer.

S&P’s full list of winners for 2022 includes:




Overall Loyalty to Manufacturer

General Motors*

Overall Loyalty to Make


Ethnic Market Loyalty to Make


Most Improved Make Loyalty


Overall Loyalty to Dealer


Highest Conquest Percentage


Alternative Powertrain Loyalty to Make


Most Improved Alternative Powertrain

Loyalty to Make





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


Mercedes-Benz Sprinter

Sports Automobile

Dodge Challenger*

Small Automobile

Chevrolet Bolt*

Large Automobile

Nissan Altima

Luxury Small Utility

Tesla Model Y

Luxury Mid-Size Utility

Lincoln Nautilus

Luxury Full-Size Utility

Land Rover Range Rover

Luxury Sports Automobile

Chevrolet Corvette*

Luxury Small Automobile

Tesla Model 3

Luxury Mid-Size Automobile

Lexus ES*

Luxury Full-Size Automobile

Mercedes-Benz S-Class*

*Automakers with asterisks won the identical category in 2021

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