The annual “Automotive Loyalty Awards” report published by S&P Global Mobility reveals the consistency of drivers' brand preferences. According to data from March 3, 2026, American automotive giant Ford has risen to the top of the industry with an impressive loyalty rate of 58,8%, surpassing its competitors. The research proves that more than half of users who have chosen Ford once opt for the same brand for their next vehicle purchase.
The Fine Line Between Market Giants
Ford leads the way, closely followed by Chevrolet, part of General Motors, with 57,8%, and Japanese manufacturer Toyota with 57,7%. All three brands have demonstrated a loyalty rate significantly above the industry average of 51,1%, successfully transforming customer satisfaction into a sustainable strategy.
The "Loyalty" Problem in the Premium Segment
One of the most striking findings of the study occurred in the premium (luxury) vehicle segment. Unlike mass-market brands, loyalty rates in the premium segment remained below the overall average at 48%. Experts suggest that the willingness of luxury car owners to try out new technologies and different symbols of prestige contributed to this decline.
Loyal Customer: The Brand's Most Powerful Ambassador
In the automotive world, high loyalty rates represent not only sales figures but also the future stability of the brand. Loyal buyers act as "brand ambassadors," directly contributing to new customer acquisition without advertising costs through recommendations to those around them. S&P Global Mobility analysts emphasize that brands should focus more on after-sales services to retain existing customers, rather than just selling new vehicles.
