Fifty-one percent of people who bought a new car in 2023 bought the same brand they had bought last time, according to S&P Global Mobility’s Automotive Loyalty Awards. Tesla claimed higher owner loyalty than any other car brand, repeating its win from last year.
While Tesla won for individual brands, General Motors took top honors among automakers. GM operates four brands in the U.S. – Buick, Cadillac, Chevrolet, and GMC. Researchers highlighted “high migration patterns across its four brands” but said total loyalty was enough for the company to claim its 20th win in 28 years.
Tesla also had the most conquest buyers – people who switched brands to buy a new car.
For the first time, the study also noted the single model that won the most repeat buyers. It was neither a GM nor a Tesla product. The Lincoln Nautilus midsize SUV took the award. “More than 42% of Nautilus owners returning to market for their next vehicle chose another Nautilus during calendar year 2023,” researchers wrote.
Nissan buyers proved more likely to return to the same dealership where they bought their last car.
The Winners:
Manufacturer and Make Loyalty Awards
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 Loyalty to Make | Acura |
Overall Loyalty to Dealer | Nissan |
Highest Conquest Percentage | Tesla* |
Highest Alternative Powertrain Loyalty to Make | Tesla* |
Most Improved Alternative Powertrain Loyalty to Make | Mitsubishi |
Segment Model Loyalty Awards
Small Utility | Nissan Rogue |
Midsize Utility | Jeep Grand Cherokee |
Full-Size Utility | Ford Expedition |
Midsize Utility | Ford Maverick |
Light-Duty Pickup | Ford F-Series |
Heavy-Duty Pickup | GMC Sierra 2500/3500 |
Van | Chrysler Pacifica |
Sports Car | Dodge Challenger* |
Small Car | Chevrolet Bolt* |
Large Car | Honda Accord |
Luxury Small Utility | Lincoln Corsair |
Midsize Pickup | Lincoln Nautilus* |
Luxury Full-Size Utility | Land Rover Range Rover* |
Luxury Sports Car | Porsche 911 |
Luxury Small Car | Cadillac CT5 |
Luxury Midsize Utility | Lexus ES* |
Luxury Full-Size Car | Mercedes-Benz S-Class* |
* denotes a repeat winner from 2022