DETROIT (Michigan News Source) – After 12 years of holding the title for the “Overall Loyalty to Make,” the Ford Motor Company has been dethroned according to the S&P Global Mobility annual Automotive Loyalty Awards to its EV competitor, Tesla.  

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

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Tesla also won several other awards including “Highest Conquest Percentage,’ and “Alternative Powertrain Loyalty to Make’ according to a S&P Press release, attributing the manufacturers active return-to-market consumer base and majority share of Battery Electric Vehicles (BEVs) sales as primary factors.  

Other awards Tesla garnered included “Ethnic Market Loyalty to Make,” and “Most Improved Make Loyalty”- earning five manufacturer and make loyalty awards overall.  The awards come just a few days after the nearly 20 year old California founded company announced it is now California’s largest manufacturing employer. 

While Ford lost the title for the first time in over a decade, it did hold onto the “Overall Loyalty to Manufacturer” award, marking the eighth consecutive win in that category, and the 19th win in the past 27 years. S&P considered the “consistent demand for GM’s sport-utility and pickup offerings” and rising inventory levels to its loyalty gains through the year 2022. 

General Motors CEO Mary Barra made a public statement on LinkedIn in response to the awards. 

“Today, we received an important recognition that underscores General Motors’ commitment to earning customers for life. … Year in and year out, if you bought a GM vehicle, you’re far more likely to stay in our family of brands than if you went to a competitor. I’m proud that Chevrolet, GMC and Cadillac all posted large year-over-year gains in loyalty, and five Chevrolets — the Equinox, Tahoe, Silverado, Bolt EV and Corvette — led their respective segments. It’s not a coincidence that four of the five led their segments in the 2022 J.D. Power Initial Quality Study, too.”

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Ford is also competing for funding for the chance to expand its battery production capabilities with Tesla and other car manufacturers.  Ford is anticipating the construction of a multi-billion dollar Lithium Phosphate Battery production plant in Marshall, Michigan, despite mixed reviews from locals and has inspired concerns regarding possible involvement by the Chinese Government as Ford is working with Chinese Tech group, Contemporary Amperex Technology Co. Ltd (CATL). 

Subaru also scored its first win in the ‘Overall Loyalty to Dealer’ category as 38 percent of Subaru owners returning to market acquired their next vehicle from the same dealer according to S&P.