Tesla wins big in brand loyalty awards, ending a 12 year streak for Ford in the process

lineup supercharger
Credit: Tesla

Tesla has a number of new awards for its trophy cabinet after being named the winner in 7 different categories in S&P Global Mobility’s 27th annual Automotive Loyalty Awards on Monday. The biggest win was in ‘Overall Loyalty to Make,” with Tesla dethroning Ford for the first time in 12 years.

According to S&P Global Mobility, which analyzed 11.7 million new retail vehicle registrations in the U.S. during 2022, loyalty is determined when a household that owns a new vehicle then acquires another new vehicle of the same make, model or manufacturer. That new purchase could either be a replacement vehicle, or an addition to the car that is already owned.

For the 2022 edition Tesla won five different manufacturer and make loyalty awards from S&P, including Overall Loyalty to Make, Ethnic Loyalty to Make, Most Improved Make Loyalty, Highest Conquest Percentage, and Alternative Powertrain Loyalty to Make.

Tesla also took home two awards in the segment model loyalty awards, with the Model Y and Model 3 winning the Luxury Small Utility and Luxury Small Car awards respectively.

Most notable however was the first of those awards, with Tesla being name the winner in the Overall Loyalty to Make category. This is significant because it ended Ford’s 12 year run in the top spot, according to the Detroit Free Press. S&P only published the winners of each category, or the data behind each, so we don’t know by how much Tesla beat Ford, or if Ford slipped further than second place in 2022.

Along with the inaugural win in that category, Tesla was also a repeat winner winner in Highest Conquest Percentage and Alternative Powertrain Loyalty to Make. S&P attributes this to “combination of an active return-to-market consumer base and a majority share of BEV sales were contributors to Tesla’s loyalty performance this year.”

Here is the complete list of winners in the S&P Global Mobility 2022 Automotive Loyalty Awards:

Overall Loyalty to Manufacturer General Motors*
Overall Loyalty to Make Tesla
Ethnic Market Loyalty to Make Tesla
Most Improved Make Loyalty Tesla
Overall Loyalty to Dealer Subaru
Highest Conquest Percentage Tesla*
Alternative Powertrain Loyalty to Make Tesla*
Most Improved Alternative Powertrain

Loyalty to Make

Small Utility Chevrolet Equinox
Mid-Size Utility Subaru Outback
Full-Size Utility Chevrolet Tahoe
Mid-Size Pickup Honda Ridgeline*
Light-Duty Pickup Ford F-Series
Heavy-Duty Pickup Chevrolet Silverado 2500/3500
Van Mercedes-Benz Sprinter
Sports Car Dodge Challenger*
Small Car Chevrolet Bolt*
Large Car Nissan Altima
Luxury Small Utility Tesla Model Y
Luxury Mid-Size Utility Lincoln Nautilus
Luxury Full-Size Utility Land Rover Range Rover
Luxury Sports Car Chevrolet Corvette*
Luxury Small Car Tesla Model 3
Luxury Mid-Size Car Lexus ES*
Luxury Full-Size Car Mercedes-Benz S-Class*

Note: *repeat winner from the 2021 awards.

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Founder and Editor-in-chief of Drive Tesla Canada | Darryn@DriveTeslaCanada.ca Have a Tesla tip? Email tips@driveteslacanada.ca, or DM us on Twitter @DriveTeslaca