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:

*Automakers with asterisks won the identical category in 2021