The release of the 2024 edition of S&P Global Mobility’s yearly Automotive Loyalty Awards has thus far produced plenty of good news for The Blue Oval, even in a time when automotive consumers are becoming more and more likely to hop brands. In fact, a number of models topped their respective segments this time around, including the Ford Expedition in the full-size utility segment, the Ford Maverick in the mid-size pickup space, the Lincoln Nautilus with an overall win, the Ford F-Series in the light-duty pickup segment, and the Lincoln Corsair in the small luxury utility segment. However, the Lincoln Nautilus also joined this list for a second time after topping the mid-size luxury utility segment for two consecutive years, too.
While the Lincoln Nautilus was the top choice in its segment and overall for 2023, as far as the overall automotive market goes, waning inventory over the past few years has put a sizable dent in customer loyalty. S&P notes that improving levels as of late are beginning to reverse that trend, however – in fact, loyalty improved year-over-year for the first time since 2019, rising 0.8 percentage points to finish out 2023 at 51 percent.
“The last few years have shown us that customers are becoming more comfortable to consider and purchase a new vehicle outside their preferred brand,” said Joe LaFeir, President, Automotive Insights, S&P Global Mobility. “However, concerted efforts from OEMs to improve retention through unique marketing initiatives, alongside improving inventory levels and great new products, are resulting in a stabilizing of loyalty levels, after several years of decline.”
“These awards truly exemplify the industry’s competitiveness and desire to improve customer retention. The awards reflect substantial fact-based analysis, which allows us to understand and determine conquest and loyalty rates, while providing guidance to OEM marketers and their agency partners to help improve loyalty programs and customer retention,” said Vince Palomarez, Product Management Associate Director, Loyalty, at S&P Global Mobility.
We’ll have more on the Nautilus soon, so be sure and subscribe to Ford Authority for more Lincoln news, Lincoln Nautilus news, and ongoing Ford news coverage.
Comment
I purchased a new 2023 Lincoln Nautilus. It does not have a heated strg.wheel or wipers that are water activated. Huh? I own a 2016 MKX Select that has these options plus!
What a turn off,at the very least a heated steering wheel should be on vehicle. To say we are disappointed in the 2023 Nautilus is an understatement. Plus it has a 4 cyl.turbo that cannot compare to the 6 cylinder with power in the MKX. Just saying!