2024 vehicle loyalty study: Tesla has the most loyal buyers and most ‘conquests’

More than half (51%) of people who bought a new car in 2023 bought the same brand they had bought last time, according to S&P Global Mobility’s Automotive Loyalty Awards. Tesla
TSLA,
+0.38%
claimed higher owner loyalty than any other car brand, repeating its win from last year.

While Tesla won for individual brands, General Motors
GM,
+0.02%
took top honors among automakers. GM operates four brands in the U.S. – Buick, Cadillac, Chevrolet, and GMC. Researchers highlighted “high migration patterns across its four brands” but said total loyalty was enough for the company to claim its 20th win in 28 years.

Tesla also had the most conquest buyers — people who switched brands to buy a new car.

Also see: ‘Automakers are sweetening deals’: The average new car price is down; inventory is up

For the first time, the study also noted the single model that won the most repeat buyers. It was neither a GM nor a Tesla product. The Lincoln Nautilus midsize SUV took the award. “More than 42% of Nautilus owners returning to market for their next vehicle chose another Nautilus during calendar year 2023,” researchers wrote.

Plus: The most and least reliable car brands for 2024, according to Consumer Reports

Nissan
NSANY,
+1.27%
buyers proved more likely to return to the same dealership where they bought their last car.

The winners:

Manufacturer and make loyalty awards

Overall loyalty to Manufacturer	General Motors*
Overall Loyalty to Make	Tesla*
Overall Loyalty to Model	Lincoln Nautilus
Ethnic Market Loyalty to Make	Tesla*
Most Improved Loyalty to Make	Acura
Overall Loyalty to Dealer	Nissan
Highest Conquest Percentage	Tesla*
Highest Alternative Powertrain Loyalty to Make	Tesla*
Most Improved Alternative Powertrain Loyalty to Make	Mitsubishi

Segment model loyalty awards

Small Utility	Nissan Rogue
Midsize Utility	Jeep Grand Cherokee
Full-Size Utility	Ford F, +0.08% Expedition
Midsize Utility	Ford Maverick
Light-Duty Pickup	Ford F-Series
Heavy-Duty Pickup	GMC Sierra 2500/3500
Van	Chrysler Pacifica
Sports Car	Dodge Challenger*
Small Car	Chevrolet Bolt*
Large Car	Honda HMC, +1.35% Accord
Luxury Small Utility	Lincoln Corsair
Midsize Pickup	Lincoln Nautilus*
Luxury Full-Size Utility	Land Rover Range Rover*
Luxury Sports Car	Porsche 911
Luxury Small Car	Cadillac CT5
Luxury Midsize Utility	Lexus ES*
Luxury Full-Size Car	Mercedes-Benz S-Class*