According to a press release from the automotive data analysis firm, GM was recognized the winner of the S&P Global Mobility 2023 Overall Loyalty To Manufacturer Award.
The award is based on consumer buying activity in the 2023 calendar year. It found that the automaker once again had “strong loyalty gains” throughout last year. Buyers of General Motors products exhibited “high migration patterns across its four brands,” while the General’s extensive array of SUV and pickup offerings helped retain repeat customers. Loyalty is determined when a household that owns a new vehicle purchases another new vehicle of the same make, model, or manufacturer. The new vehicle may be a replacement vehicle or a new addition to the household’s garage.
The 2023 award marks the automaker’s ninth consecutive win and its 20th in the last 28 years of the study. In fact, General Motors was also named the top manufacturer for brand loyalty during the 2022 calendar year.
Additionally, a handful of General Motors vehicles earned top honors in their respective segments regarding consumer loyalty. The GMC Sierra 2500/3500 was recognized for exceptional loyalty in the Heavy Duty Pickup segment, while the Cadillac CT5 earned the top spot in the Luxury Small Car division. Meanwhile, the Chevy Bolt was a repeat winner in the Small Car segment, although S&P did not specify whether this referred to the Chevy Bolt EV, the Chevy Bolt EUV, or both.
“The last few years have shown us that customers are becoming more comfortable considering and purchasing a new vehicle outside their preferred brand,” said Joe LaFeir, S&P Global Mobility President of Automotive Insights. “However, concerted efforts from OEMs to improve retention through unique marketing initiatives, alongside improving inventory levels and great new products, are resulting in a stabilizing of loyalty levels, after several years of decline.”
GM’s consistently high loyalty factor reaffirms that the company’s age-old strategy of brand hierarchy is still working. General Motors is still seeing repeat buyers graduate from Chevy up to Buick or GMC and finally to Cadillac throughout their car-buying lives.
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Interesting. This doesn't reflect what I see locally at all. I would say Toyota and Honda have an almost cult like following amongst their buyers. One might even see Tesla that way when it comes to EVs, almost like Apple phone/tablet buyers.
John, Tesla actually did win as well, but they classify Tesla as a 'make' vs manufacturer. To your point, interestingly 90% of the individual category winners were not foreign makes (only one Toyota/Lexus). This suggests Toyota/Honda/Hyundai/Kia owners cross shop each other with decreasing loyalty. Unlike heavily biased Consumer's Reports' subjectivity, this data is based on actual sales data - what vehicle was owned and what was purchased next. Its no secret that truck owners are the most loyal and GM generally sells more than Ford overall (and everyone else). And full size trucks dominate the annual sales charts, hence GM's continued success. 99% of all automotive 'awards' are pandering garbage, but this award is actually insightful.
Overall Loyalty to Manufacturer: General Motors
Overall Loyalty to Make: Tesla
Overall Loyalty to Model: Lincoln Nautilus
Ethnic Market Loyalty to Make: Tesla
Most Improved Make Loyalty: Acura
Overall Loyalty to Dealer: Nissan
Highest Conquest Percentage: Tesla
Alternative Powertrain Loyalty to Make: Tesla
Interesting. I see JD Power's 2023 study results here, but they break it down by brand:
"Highest-Ranking Brands
Porsche ranks highest among premium brand car owners for a second consecutive year, with a 56.8% loyalty rate. Mercedes-Benz (50.5%) ranks second.
Volvo ranks highest among premium brand SUV owners with a 56.5% loyalty rate. BMW (56.1%) ranks second.
Toyota ranks highest among mass market brand car owners for a second consecutive year, with a 60.0% loyalty rate. Honda (55.0%) ranks second.
Subaru ranks highest among mass market brand SUV owners with a 61.1% loyalty rate. Toyota (60.5%) ranks second.
Ford ranks highest among truck owners for a second consecutive year, with a 64.6% loyalty rate, the highest loyalty rate in the study. Toyota (60.4%) ranks second.
The study, now in its fifth year, uses data from the Power Information Network to calculate whether an owner purchased the same brand after trading in an existing vehicle on a new vehicle. Customer loyalty is based on the percentage of vehicle owners who choose the same brand when trading in or purchasing their next vehicle. Only sales at new-vehicle franchised dealers qualify. The study includes brand loyalty across five segments: premium car; premium SUV; mass market car; mass market SUV; and truck."
This JD Power study is inline with what I see and there is no mention of any gm brand. But maybe gm gets a TON of people going back and forth between Chevy and GMC trucks or something?
Each has its own way of calculating, JD Power is strictly percent while I believe S&P Global Mobility (subscription required to see data analysis) also uses an algorithm that accounts for volume which is a very important metric when looking at this data. Consider that GM sells the same number of trucks (75,000) in 3 weeks that Porsche as a whole sells in a year.
I never trade in when I purchase new but it’s always GM.
I am a GM loyalist but it is becoming increasingly difficult with all of the drivetrain and computer quality issues. I am ready to buy a new Silverado but I must be sure that it will last. I wanted a diesel but after reading about all of the problems I have changed my mind. I’m not sure that all of the bugs are worked out of the 5.3’s yet and now the 2.7’s have cracked blocks and are junk. So now I’m thinking about getting the 6.6 gasser in an HD because that motor seems to be reliable. I will definitely be getting an extended warranty and probably trading before it expires. Sad but true.