Your #1 source for auto industry news and content

Tesla dethrones Ford in automotive brand loyalty awards

For the third year in a row, the industry suffered a decline in customer loyalty as consumers battled with yet another year of supply chain issues.

According to the S&P Global Mobility and Automotive Loyalty Awards, published on Feb. 27, Tesla has dethroned Ford in the category of overall loyalty to make, which Ford has held for 12 years. 

General Motors kept the title of overall loyalty to manufacturers for the eighth consecutive year and 19th time in the past 27 years due to inventory levels for GM’s sport utility and pickup trucks meeting consumer demand. 

For the third year in a row, the industry suffered a decline in customer loyalty as consumers battled with yet another year of supply chain, production, and delivery difficulties caused by the COVID-19 pandemic and other global problems.

Automotive loyalty has been tracked by S&P Global Mobility for 27 years, which examined 11.7 million new retail vehicle registrations in the U.S. from January 2022 to December 2022. Loyalty is determined when a household purchases a second new vehicle with the same make, model, or manufacturer as the first. 

According to Vince Palomarez, product manager for loyalty at S&P Global Mobility, car supply bottlenecks impacted automakers like Ford since customers were compelled to purchase elsewhere. “This is more of a reflection of the times and the state of the industry. Inventory problems have an impact. Loyalty took a hit.”

Moreover, Tesla won again in the categories of “Alternative Powertrain Loyalty to Make” and “Highest Conquest Percentage.” Since Tesla witnessed a huge gain, the data demonstrates that Tesla customers return to the market quicker than normal. If the industry average is 38 months, Tesla customers only have to wait 24 months for their purchase.

Palomarez added that the novel Tesla charging system must be taken into account. When a customer purchases the equipment, it is compatible with that brand. Highlighting that Tesla has a devoted following. They have had ten years to establish a name for themselves as an EV manufacturer, leading to widespread acclaim for the Tesla brand. 

Did you enjoy this article? Please share your thoughts, comments, or questions regarding this topic by connecting with us at

Be sure to follow us on Facebook, LinkedIn, and TikTok to stay up to date.

While you’re here, don’t forget to subscribe to our email newsletter for all the latest auto industry news from CBT News.

Stay up to date on exclusive content from CBT News by following us on Facebook, Twitter, Instagram and LinkedIn.

Don’t miss out! Subscribe to our free newsletter to receive all the latest news, insight and trends impacting the automotive industry.

CBT News is part of the JBF Business Media family.

Jaelyn Campbell
Jaelyn Campbell
Jaelyn Campbell is a staff writer/reporter for CBT News. She is a recent honors cum laude graduate with a BFA in Mass Media from Valdosta State University. Jaelyn is an enthusiastic creator with more than four years of experience in corporate communications, editing, broadcasting, and writing. Her articles in The Spectator, her hometown newspaper, changed how people perceive virtual reality. She connects her readers to the facts while providing them a voice to understand the challenges of being an entrepreneur in the digital world.

Related Articles

Latest Articles

From our Publishing Partners