Ford is seeing strong loyalty among buyers of its Mustang Mach-E, with many customers returning to the electric crossover for a new purchase, according to fresh industry data.
The Mustang Mach-E ranked among the top five electric vehicles for loyalty in the second quarter of 2025, Experian’s Automotive Consumer Trends & Analysis Report showed. Of all new Mach-E purchases, 7.70% came from existing owners of older Mach-E models.
The report also found that 2.98% of recent buyers switched from a Tesla Model 3, while 2.34% came from the Tesla Model Y, one of the vehicle’s closest competitors.
Other inflows to the Mach-E came from within Ford’s own lineup, including the Explorer (5.25%), Escape (4.85%), F-150 (4.45%) and Edge (3.59%). The model also attracted buyers from the Mazda CX-5, Honda CR-V and Toyota RAV4. “It’s important for automakers to retain those same customers when it comes time to replace” a vehicle, the report noted.
The data comes as Ford reclaimed the top spot in overall brand loyalty. S&P Global Mobility reported a 59.6% loyalty score for Ford in the second quarter, ahead of Tesla at 58.1% and Chevrolet at 58%. Tesla, meanwhile, recorded a 9.4 percentage point drop year-over-year. While 70% of Tesla owners remained with electric vehicles for their next purchase, 30% opted to return to internal combustion cars.
