Ford Loyalty Rate Beats Out All Other Brands For H1 2025

Ford has traditionally performed well in terms of customer loyalty, particularly when compared to its peers. In fact, Tesla overtook Ford for the top spot in the 2023 S&P Global Mobility Automotive Loyalty Awards after The Blue Oval enjoyed a 12-year run atop that list, though The Blue Oval did rise back above its EV rival earlier this month, according to new data. Now, S&P has released its automotive loyalty ratings for the first half of 2025, and it reveals that Ford boasted a better score than all of its peers yet again.

According to S&P, Ford topped all other automotive brands with a 58.9 percent loyalty rate in H1 2025, though it won’t release full details until next week. It did note that Ford’s cross-town rival, General Motors, led all multi-brand manufacturers with a loyalty rate of 68.1 percent, while the Chevy Equinox was the model-level loyalty leader at 42.7 percent. Mini posted the highest growth in that regard in H1, improving its loyalty rate by 4.6 percent year-over-year, too.

In terms of the overall automotive market, loyalty dipped slightly compared to the first half of 2024 – by 1.4 percent to 51.1 percent. That’s a big turnaround after the entirety of 2024 marked gains in that regard, but as S&P notes, the market remains quite volatile in terms of loyalty these days. Both mass market and luxury brands were to blame here, as half of all brands, overall, experienced a year-over-year decline in loyalty rates of at least one percent. According to S&P, some of this can be blamed on increasing conquests, which rose 7.6 percent, and evolving inventory dynamics, which are driving consumers to other brands.

“The loyalty rate shift this year reflects the balance between a steady return-to-market volume and strong competition among brands,” said Vince Palomarez, Associate Director, Loyalty Product Management, S&P Global Mobility. “Households are returning to market, but many are open to cross-shopping in ways we didn’t see during the height of pre-pandemic loyalty.”

“Conquest opportunities are rebounding, particularly for luxury,” said Tom Libby, Loyalty Solutions and Industry Analysis Associate Director, S&P Global Mobility. “As loyalty softened, brands that executed competitive conquest strategies were able to capture households more effectively.”