Tesla overtakes Ford in US brand loyalty survey - Drive

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Tesla's win has ended a 12-year streak for the Blue Oval winning the coveted industry award.

12:4028 February 2023

Tesla has been recognised as the car-maker with the most loyal customers in the United States, according to surveys conducted by S&P Global.

Tesla was the winner of the 'Overall Loyalty to Make’ survey, after S&P Global tracked buyer activity in the US from January to December 2022.

The survey analysed data from 11.7 million new car registrations in the US in 2022.

Tesla’s win for brand loyalty has ended a 12-year winning streak by Ford, which is fuelled by the highly-popular F-150 pick up.

After selling over 650,000 examples in 2022, the Ford F-150 has been the most popular vehicle in the United States for 41 years in a row.

“The past three years have been a challenge for the automotive industry," said Joe LaFeir, President, Automotive Insights, S&P Global Mobility in a media statement.

"As customers are returning back to market post-pandemic and inventory levels have slowly improved from last year's lows, retaining loyal customers has been more challenging than ever before," he continued.

Tesla also scored a win for ‘Highest Conquest Percentage’ for new customers in the same survey, while General Motors won ‘Overall Loyalty to Manufacturer’.

Sam Purcell has been writing about cars, four-wheel driving and camping since 2013, and obsessed with anything that goes brum-brum longer than he can remember. Sam joined the team at CarAdvice/Drive as the off-road Editor in 2018, after cutting his teeth at Unsealed 4X4 and Pat Callinan’s 4X4 Adventures.

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Tesla overtakes Ford in US brand loyalty survey - Drive

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