{"id":880028,"date":"2025-08-28T08:26:35","date_gmt":"2025-08-28T12:26:35","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/automotive-brand-loyalty-rates-show-mixed-results-according-to-sp-global-mobility\/"},"modified":"2025-08-28T08:26:35","modified_gmt":"2025-08-28T12:26:35","slug":"automotive-brand-loyalty-rates-show-mixed-results-according-to-sp-global-mobility","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/automotive-brand-loyalty-rates-show-mixed-results-according-to-sp-global-mobility\/","title":{"rendered":"Automotive Brand Loyalty Rates Show Mixed Results, according to S&P Global Mobility"},"content":{"rendered":"
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PR Newswire<\/p>\n<\/p><\/div>\n

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\n SOUTHFIELD, Mich.<\/span>
\n <\/span>, Aug. 28, 2025<\/span><\/span> \/PRNewswire\/ —\u00a0Industry brand loyalty rates declined slightly in the first half of 2025 following last year’s rebound, according to a new S&P Global Mobility analysis of new vehicle registration data through June.<\/p>\n

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\n \"The
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The industry’s brand loyalty rate through June stood at 51.1%, down 1.4 percentage points (PPs) from the same period in 2024. The decrease marks a reversal from 2024’s year-over-year gain, showing continued volatility in loyalty trends as the market continues to stabilize post-pandemic.<\/p>\n

Both mainstream and luxury brands contributed to the decline as more than half of all brands tracked experienced year-over-year loyalty declines of one percentage point or more. Competition from conquests and evolving inventory dynamics reshaped consumer decision-making resulting in a higher rate of defections.<\/p>\n

“The loyalty rate shift this year reflects the balance between a steady return-to-market volume and strong competition among brands,” said Vince Palomarez<\/span>, Associate Director, Loyalty Product Management<\/b>, S&P Global Mobility<\/b>. “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.”<\/p>\n

\n Conquest Trends<\/b>\n <\/p>\n

While industry loyalty slipped, conquest volume rose in the first half of 2025. Conquest activity increased 7.6% among mainstream brands and 6.2% among luxury brands compared with the same period in 2024.<\/p>\n

“Conquest opportunities are rebounding, particularly for luxury,” said Tom Libby<\/span>, Loyalty Solutions and Industry Analysis Associate Director, S&P Global Mobility<\/b>. “As loyalty softened, brands that executed competitive conquest strategies were able to capture households more effectively.”<\/p>\n

\n Return-to-Market Dynamics<\/b>\n <\/p>\n

The number of households returning to market rose 4.2% year-over-year in the first half of 2025, representing the third consecutive year of improvement. While this growth provided a larger base of potential loyalists, it also created more opportunities for defections as brands competed aggressively for returning customers.<\/p>\n

Additional mid-year highlights for 2025:<\/p>\n