GM won the “Overall Loyalty to Manufacturer” award in the 2024 Annual Automotive Loyalty Awards operated by S&P Global Mobility, a competitive study of customer loyalty to automotive brands that is now in its 29th year.
S&P Global Mobility also notes that GM has been the winner of the Overall Loyalty category for 10 years in a row, and has won in 21 years out of the Awards’ full 29-year run.
GM president Mark Reuss commented on the automaker’s victory in the Loyalty Awards by saying “we’re so grateful to our loyal customers who continue to make GM vehicles their go-to choice when it comes to buying or leasing.” He added that The General’s decade-long winning streak is “a direct result of having vehicle teams that consistently deliver beautiful, high-quality products and a dealer network that provides exceptional customer service.”
S&P Global Mobility automotive insights president Joe LaFeir chimed in as well, giving his “congratulations to GM for their retention efforts in providing customers with multiple options to stay loyal when returning to market.” He attributed General Motors’ ongoing success in the awards to “a healthy pipeline of product offerings across the portfolio that appeal to a wide range of buyers.”
Brand loyalty has been creeping higher for three years across the U.S. auto market, according to the awards study. In 2023, the average brand loyalty was 51 percent, while in 2024, the average reached 51.6 percent. Some automakers, like General Motors, already had a loyal customer base and managed to retain and expand that.
Meanwhile, some other brands that had below average loyalty have managed to improve their situation. An S&P analysis director, Vince Palomarez, noted “the efforts put into loyalty improvement from a brand like Land Rover.” The study looked at 13.1 million registrations of new vehicles to determine its results.
Several GM models also won individual loyalty awards in the past, such as the GMC Sierra HD in March 2024, the Chevy Bolt EV in the Small Car segment, and the Cadillac CT5 among Luxury Small Cars. GM attributes its successes to “innovative vehicles,” “exceptional customer experience,” and “advanced safety and technology.”
LaFeir summed up the overall situation in the U.S. auto market by pointing out “while brand loyalty is still below pre-pandemic levels, we are starting to see a consistent trend of customers going back to the brands they are familiar with.”
Comments
They care about loyalty if you ANY customer but a Camaro customer.
If they were so ”grateful” they would help out more with ”goodwill” warranty claims on known common problems.
Issue with all manufacturers, not just them. Ford, RAM, Toyota/Lexus all have their fair share of issues with warranty claims if you search for them.
When Ms Mary goes away things will improve…
S&P Global Mobility is all about ESG scores.
My Chevy dealership here in my small hometown has kept me loyal with honesty & true concern for me as a customer! My Silverado is awesome but my dealer sure has gone a long way in keeping me going back for my next truck!
This. 100 percent. Good to hear your experience.
Having a good service advisor and a good dealer to help you in case of issues is a MUST.