Tesla became the winner in the 2022 Overall Loyalty to Make, taking the victory from Ford. This marked the first year in a decade that Ford did not win the award. Tesla's victory in this and other categories marks the strengthening of the brand in the automotive market.
Tesla was one of the biggest winners in the Automotive Loyalty Awards 2022. In doing so, Tesla surpassed Ford in brand loyalty in the US for the first time, according to a report from S&P Global Mobility (via Automotive News). The change comes amid a continued decline in industry loyalty, which has seen the average drop from 54.6% in 2019 to 50.2% in 2022.
“The past three years have been a challenge for the automotive industry,” Joe LaFeir, S&P Global Mobility president, said in the statement. “As customers are returning back to market post pandemic and inventory levels have slowly improved from last year's lows, retaining loyal customers has been more challenging than ever before.”
In 2022, Tesla reached new heights by winning the “Overall Loyalty to Make.” The brand took the title from Ford, who had held it for the past 10 years. “Tesla's win for ‘Overall Loyalty to Make’ marks the first year in the last decade that Ford has not won the award,” said Vince Palomarez, S&P Global Mobility product manager.
Tesla's brand resonance with ethnic consumers drove its loyalty numbers and diversity retention, S&P Global Mobility said. “Ethnic buyers have increased their market share in the industry every year for the last decade, making them an important audience in building loyalty success for the foreseeable future,” Palomarez said.
The report found that ethnic consumers accounted for 40 percent of registered personal vehicles in 2022, raising their importance in the loyalty rewards program. Tesla won this year's “Ethnic Market Loyalty to Make” award with 52 percent of their loyal volume coming from ethnic consumers.
In addition, Tesla also won in the categories “Highest Conquest Percentage” and “Alternative Powertrain Loyalty to Make.” It won “Most Improved Loyalty to Make” and two segment model loyalty awards for the Tesla Model 3 sedan and Model Y crossover.
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About the Author
Eva Fox joined Tesmanian in 2019 to cover breaking news as an automotive journalist. The main topics that she covers are clean energy and electric vehicles. As a journalist, Eva is specialized in Tesla and topics related to the work and development of the company.