As more U.S. auto consumers shop for new vehicles after the pandemic, more are switching brands, new data show.
The S&P Global Mobility research shows a 4% increase in households returning to the auto-buying market during the first half of 2025 for the third straight year of gains. The increase has resulted in aggressive competition for those buyers, the data provider says.
“Households are returning to market, but many are open to cross-shopping in ways we didn't see during the height of pre-pandemic loyalty,” said Vince Palomarez, who helps direct S&P Global Mobility’s loyalty product management.
Though the company didn’t mention inflation, it would stand to reason that vehicle prices and elevated interest rates are factors in the defections.
In the six-month period, conquests of buyers from other brands rose about 8% year-over-year among mass-market brands and 6% among luxury brands, S&P reported.
Shifting inventories added to the wayward consumer trend. Together, the two factors cut down on loyalty by 1% to 51% after a slight increase in the same period last year. More than half of the brands S&P tracks saw loyalty loss of at least one percentage point.
"As loyalty softened, brands that executed competitive conquest strategies were able to capture households more effectively," said Tom Libby, who helps direct S&P Global's loyalty solutions and industry analysis.
Brands and vehicles that hung on to the most customers include:
General Motors, which led multibrand automakers with a 68% loyalty rate
Ford, leading all individual brands with a 59% loyalty rate
Mini, the loyalty growth leader, up nearly five percentage points
The Chevrolet Equinox, with a model-level loyalty rate of 43%.
S&P will hold a webinar on the midyear loyalty readings on Sept. 4, with a replay available to registrants.
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