Tesla emerged as one of the leading performers in the 2025 S&P Global Mobility Automotive Loyalty Awards, securing top rankings for customer retention and brand conquest in the United States.
S&P Global Mobility said Tesla captured three major awards this year: “Overall Loyalty to Make,” “Highest Conquest Percentage,” and “Ethnic Market Loyalty to Make.” The results are based on an analysis of about 13.6 million new retail vehicle registrations in the U.S. between October 2024 and September 2025.
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According to S&P Global Mobility, Tesla earned the “Overall Loyalty to Make” title for the fourth consecutive year, supported by a shift in consumer buying patterns toward the end of the analysis period. The award measures the percentage of households that return to purchase the same brand when replacing a vehicle.
Tesla also received the “Highest Conquest Percentage” award for the sixth straight year, reflecting its continued ability to attract buyers from competing brands. S&P Global Mobility noted that the achievement stands out given Tesla’s relatively limited model lineup, which is largely centered on the Model 3 and Model Y.
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In addition, Tesla was recognized for “Ethnic Market Loyalty to Make,” with particularly strong retention among Asian and Hispanic households. The analysis showed loyalty rates of 63.6% among Asian households and 61.9% among Hispanic households, both above national averages.
S&P Global Mobility said competition for loyalty awards was especially close in 2025, with narrow margins separating top-ranked brands. “For 30 years, this analysis has provided a fact-based measure of brand health, and this year’s results are particularly telling,” said Joe LaFeir, president of Mobility Business Solutions at S&P Global Mobility. “In the current market, retaining customers remains a critical performance indicator for the industry.”
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The results come as automakers face intensifying competition in the U.S. market, where electric vehicle adoption is expanding and consumer loyalty is increasingly influenced by pricing, technology, and ownership experience.
