GM has once again been ranked the top manufacturer for customer loyalty in Markit’s annual Automotive Loyalty Awards. This marks the seventh consecutive year that General Motors has been ranked the top automotive brand for customer loyalty by IHS Markit and the 18th time it has received this distinction in 26 years.
IHS Markit says GM managed to remain the best automaker for customer loyalty despite its ongoing inventory challenges, which have come as a result of the global semiconductor chip shortage.
“Despite inventory constraints throughout the year, GM retained 64 percent of its customers due to continued strong demand for their utility and pickup lineup,” the market research firm concluded.
To be clear, GM won the Overall Loyalty to Manufacturer category in this study, which accounts for customers who return from any of the four GM brands to another GM brand. Its crosstown rivals over at Ford took the Overall Loyalty to Make category, which measures consumer loyalty only to one particular brand.
“Ford’s leadership in pickups contributed to its industry leading loyalty level of 60 percent, with F-Series accounting for 38 percent of the brand’s make loyal volume while new entries like the Bronco, Bronco Sport, Maverick, and Mustang Mach-E contributed a combined 10 percent in their first full year in the market,” IHS Markit said.
GM also took a number of segment-level awards, which rank vehicles based on how likely customers are to purchase the same vehicle or a newer version of the same nameplate. The Chevy Bolt EV won the Small Car category, while the Cadillac Escalade won the Luxury Full-Size Utility category. The Chevy Corvette also won the Luxury Sports Car category for the second year in a row.
IHS Markit says it determines customer loyalty by examining when a household that owns a new vehicle returns and purchases another new vehicle of the same make, model or manufacturer. This new vehicle may be a replacement for an existing vehicle or a new addition to the household fleet. IHS Markit based this year’s edition of the annual awards on an analysis of 13.4 million new retail vehicle registrations in the U.S. that occurred during the 2021 calendar year.
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The folks at Consumer Reports are currently screaming “what, they use actual data for their rankings!!”
IHS Markit says it determines customer loyalty by examining when a household that owns a new vehicle returns and purchases another new vehicle of the same make, model or manufacturer.