Automotive Loyalty Rates Stall Despite Volume Increases, according to S&P Global Mobility

Key Facts

Ending consecutive periods of year-over-year declines, brand loyalty movement among U.S consumers halted in the first half of 2023, according to S&P Global Mobility analysis of new vehicle registration data.
Volume for the first half of 2023 saw a 7% increase versus the same timeframe in 2022 as consumers were left to search outside of their normal channels to find a vehicle if inventory levels were low.
"The last few years have shown that if a consumer has a need for a certain type of vehicle, they are not going to wait for their preferred brand to supply it," said Tom Libby, associate director for loyalty solutions and industry analysis at S&P Global Mobility.
Additional mid-year highlights: General Motors is ahead of last year's pace in loyalty to Manufacturer, leading all multi-brand manufacturers for the first half of 2023 Buick and Land Rover are among the highest year-over-year gainers in brand loyalty, improving rates by more than 10 PPs * The Lincoln Nautilus and Ford F-Series are the leaders in model loyalty S&P Global Mobility experts will share more detail on the mid-year analysis during our next Loyalty webinar on October 5 at 1:00 p.m. ET.