Since its debut for the 2021 model year, the all-electric Ford Mustang Mach-E crossover has carved out some market share in the EV crossover space, accumulating its fair share of loyal owners along the way. This makes sense given the fact that the Ford brand, in general, routinely ranks among the top in terms of having the most loyal owners of any automotive brand, and that doesn’t just apply to folks who trade in their old vehicles for new ones of the same model. Rather, it seems as if a decent amount of Ford Explorer owners opted to switch to a Mach-E in the past quarter, too.
According to Experian’s Q2 2025 Automotive Consumer Trends & Analysis Report, 5.25 percent of new Mustang Mach-E customers in the last quarter came from a Ford Explorer, which was second only to, well, the Mach-E itself. It seems as if quite a few Explorer owners were keen to go all-electric, which was also true of those formerly behind the wheel of Ford Escape (4.85 percent), Ford F-150 (4.45 percent), and Ford Edge (3.59 percent). It also secured a notable number of customers from owners of the Mazda CX-5, Honda CR-V, and Toyota RAV4. It’s worth noting that among this list of the top five EVs by market share in Q2, none can list the Mach-E as one of its top five conquests, too.
The Ford Mustang Mach-E also ranked among the top five electric vehicles in terms of loyalty, with 7.70 percent of all new purchases for that model coming from customers of older Mach-E crossovers. On top of that, 2.98 percent of Ford Mustang Mach-E buyers in the past quarter came from a Tesla Model 3, and 2.34 percent from a Model Y, the Mach-E’s chief rival.
This news comes as Ford just reclaimed the top spot in terms of loyalty. The latest data from S&P Global Mobility shows that Ford had a 59.6 percent brand loyalty score in Q2 2025, a figure that bested Tesla’s 58.1 percent and third-place Chevrolet at 58 percent. Tesla lost 9.4 percentage points year-over-year, the second-largest drop behind Dodge at 12.7 percent. Interestingly, 70 percent of Tesla owners stuck with an EV as their next purchase, but 30 percent opted to go back to an ICE-powered vehicle among its defections over the same timeframe.
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