While Ford again earned significant honors for its loyalty to a specific brand, General Motors maintained its status as the top manufacturer in customer loyalty, and for the sixth year in a row in the IHS Markit Automotive Loyalty Awards program.
These awards are based on studies of 12.4 million new retail vehicle registrations in the United States in 2020.
According to IHS Markit, GM held the top spot due to a 69 percent customer retention rate and the popularity of its truck and utility lines: Ninety-three percent of returning owners purchased another utility vehicle or truck from GM in 2020.
Ford won its 11th consecutive award in the Overall Loyalty to Build category.
The Ford brand leadership in trucks helped foster a 63 percent loyalty rate. IHS Markit noted that customers were particularly loyal to the brand’s F-series trucks.
IHS Markit added a category this year that recognizes the ability to retain hybrid or electric vehicle owners and convince them to purchase alternative powertrain vehicles.
Tesla was honored for its 55 percent loyalty rate in that category, which IHS Markit attributed to the automaker’s selection of battery electric vehicles.
“In such a competitive environment, OEMs have been diligent in their strategic marketing efforts and it is clear that these initiatives have been a central focus for this year’s winners,” said Joe LaFeir, senior vice president of IHS Markit, in a statement. .
Tesla won in the conquest, another key metric, as it increased 6 percent since 2019. The brand captured 81 percent of gasoline customers buying an electric vehicle.
IHS Markit gave the Hispanic Market Loyalty Award to Toyota this year.
Lincoln won by increased dealer loyalty. Genesis won its first IHS Markit loyalty award for its ability to convert conquests into brand loyalty.
Here is the list of this year’s winners.
Overall Manufacturer Loyalty: General Motors
Overall Loyalty: Ford
African American Market Loyalty: Ford and Toyota
Asian Market Loyalty: Tesla
Hispanic Market Loyalty: Toyota
Enhanced loyalty: Alfa Romeo
Major Conquest to Loyal Conversion: Genesis
Overall Dealer Loyalty: Lincoln
Highest Conquest Percentage: Tesla
Greatest allegiance to the alternative powertrain: Tesla
Segment Model Loyalty Awards
Small SUV: Subaru Forester
Medium utility: Subaru Outback
Full-size utility vehicle: Ford Expedition
Midsize Truck: Toyota Tacoma
Light Duty Truck: Ram 1500
Heavy Duty Pickup: Ford F Series
Van: Chrysler Pacifica
Auto deportivo: Ford Mustang
Small car: Chevrolet Bolt
Car Grande: Toyota Camry
Luxury SUV: Acura RDX
Luxury midsize SUV: Lexus RX
Full-size luxury SUV: Land Rover Range Rover
Luxury sports car: Chevrolet Corvette
Luxury small car: Lincoln MKZ
Luxury midsize car: Lexus ES
Full-size luxury car: Genesis G90
Source: IHS Markit, Automobile News