IHS Markit Names General Motors Top Manufacturer for Sixth Consecutive Year in its 25th Annual Automotive Loyalty Awards
Ford wins Overall Loyalty to Make and Tesla wins in three categories, including new Alternative Powertrain Loyalty to Make
Ford took top honors in the ‘Overall Loyalty to Make’ category, winning its 11th consecutive award. This
With industry investment in green technology increasing,
“Our 25 years of experience in analyzing automotive loyalty shows it is an important influencer of market share as the opportunity for sales growth continues to contract,” said
Ethnic consumers accounted for 34 percent of all vehicle registrations in 2020, making them a key focus of manufacturers and brands looking for sales opportunities in a declining market. Recognizing the importance of ethnic loyalty since 2008,
Another key metric for this year’s Loyalty Awards was conquest, both as it relates to a brand’s ability to capture non-loyal sales, along with its eventual opportunity to convert those conquests to loyalists. The ‘Highest Conquest Percentage’ award category was won by Tesla, a repeat winner, which was able to conquest 16 percent of the eligible volume in the segments in which it competes. The brand’s ability to capture 81 percent of all gas customers who purchase an EV led to a 6 percent increase in conquest volume versus the previous year.
Genesis claimed its first ever loyalty award, winning the inaugural award for ‘Highest Conversion of Conquests to Loyalists’, which recognizes brands for their ability to keep their conquests within the brand when returning to market. Despite the brand still being in its infancy, the continued popularity of the G70, along with a redesigned G80 helped to keep previous conquests from defecting.
A complete list of 2020 award winners follows:
MANUFACTURER AND MAKE LOYALTY AWARDS |
WINNER |
Overall Loyalty to Manufacturer |
General Motors* |
Overall Loyalty to Make |
Ford* |
African American Market Loyalty to Make |
Ford & |
Asian Market Loyalty to Make |
Tesla |
Hispanic Market Loyalty to Make |
|
Most Improved Loyalty to Make |
Alfa Romeo |
Highest Conversion of Conquests to Loyalists |
Genesis |
Overall Loyalty to Dealer |
|
Highest Conquest Percentage |
Tesla* |
Highest Alternative Powertrain Loyalty to Make |
Tesla |
|
|
SEGMENT MODEL LOYALTY AWARDS |
WINNER |
Small Utility |
Subaru Forester |
Mid-Size Utility |
Subaru Outback |
Full-Size Utility |
Ford Expedition |
Mid-Size Pickup |
Toyota Tacoma |
Light-Duty Pickup |
Ram 1500* |
Heavy-Duty Pickup |
Ford F-Series |
Van |
Chrysler Pacifica* |
Sports Car |
Ford Mustang* |
Small Car |
Chevrolet Bolt |
Large Car |
Toyota Camry |
Luxury Small Utility |
Acura RDX |
Luxury Mid-Size Utility |
Lexus RX* |
Luxury Full-Size Utility |
Land Rover Range Rover* |
Luxury Sports Car |
Chevrolet Corvette |
Luxury Small Car |
Lincoln MKZ |
Luxury Mid-Size Car |
Lexus ES* |
Luxury Full-Size Car |
Genesis G90 |
Note: *repeat winners from the 2019 awards, although some segment names have been adjusted
IHS Markit Methodology
Loyalty is determined when a household that owns a new vehicle returns to market and purchases or leases another new vehicle of the same make, model or manufacturer. This year’s awards are based on an analysis of 12.4 million new retail vehicle registrations in the
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