Industry brand loyalty rate declines to 51.1% YoY in H1 2025.

• Industry brand loyalty rate declined to 51.1% in H1 2025. • Down 1.4 percentage points from H1 2024. • Mainstream and luxury brands experienced loyalty declines. • Competition and inventory dynamics reshaped consumer decision-making. • Higher rate of defections in H1 2025. • Post-pandemic market stabilization contributed to volatility.

Title: Automotive Brand Loyalty Rates Show Mixed Results in H1 2025

S&P Global (NYSE: SPGI) recently released its latest automotive brand loyalty analysis, revealing a slight decline in industry brand loyalty rates during the first half of 2025. The overall brand loyalty rate dropped to 51.1%, down 1.4 percentage points from the same period in 2024 [1].

Key findings from the report indicate that General Motors led the manufacturers with 68.1% loyalty, while Ford led the brands at 58.9%. The analysis also highlighted an increase in conquest volume for both mainstream and luxury brands, with a 7.6% and 6.2% increase, respectively. Notably, there was a 4.2% year-over-year increase in households returning to the market, marking the third consecutive year of improvement [1].

The decline in brand loyalty rates can be attributed to several factors. Competition and inventory dynamics have reshaped consumer decision-making, leading to higher rates of defections in the first half of 2025. Additionally, the post-pandemic market stabilization has contributed to increased volatility in consumer preferences.

Investors and financial professionals should closely monitor these trends as they can significantly impact the automotive industry's performance. The decline in brand loyalty rates suggests a need for manufacturers to focus on enhancing customer satisfaction and innovation to regain market share.

References

[1] https://www.stocktitan.net/news/SPGI/automotive-brand-loyalty-rates-show-mixed-results-according-to-s-p-6oj9cayymjv0.html