In the 2024 S&P Global Mobility Automotive Loyalty Awards, the Lincoln Nautilus was recognized as the winner of the “Overall Loyalty to Model” category following its back-to-back recognition in 2022 and 2023 for the “Luxury Mid-Size Utility” segment award. The Nautilus earned that award as more than 42 percent of owners returning to market for their next vehicle chose to purchase the very same model. Now, the Lincoln Corsair has taken home its own S&P Global Mobility Automotive Loyalty Award, too.
In the latest version of S&P’s Global Mobility Automotive Loyalty Awards, the Lincoln Corsair has earned the distinction of topping the Overall Loyalty to Model category, as well as the Luxury Small Utility segment. These accolades are based on an analysis of over 13.1 million new retail vehicle registrations in the U.S. during the 2024 calendar year and are designed to highlight the importance of brand loyalty, determined when a household that owns a new vehicle returns to the market to acquire another vehicle of the same make, model, or manufacturer.
Overall, S&P found that based on consumer buying activity from January-December 2024, overall industry loyalty rates saw a slight year-over-year improvement for the third year in a row. Brand loyalty was 51.6 percent in 2024, an increase of 0.6 percentage points compared to 2023’s 51.0 percent – growth that occurred as customers returning to market increased by four percent versus the previous year, signaling not only that more people are coming back to purchase vehicles, but they are remaining with their previous brand when doing so.
“While brand loyalty is still below pre-pandemic levels, we are starting to see a consistent trend of customers going back to the brands they are familiar with,” said Joe LaFeir, President, Automotive Insights, S&P Global Mobility. “This will be important as we navigate a period of uncertainty in our industry assessing tariff and trade impacts on vehicle demand, making retention an even greater indicator of brand health.”
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