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Sometimes people stick with an automotive brand for life. However, the 2024 brand loyalty report has some surprising results about Tesla and Rivian. While Telsa has been around longer than Rivan, drivers are sticking with the R1T and R1S. 

Rivian has more brand loyalty than Tesla 

Give it up for Rivian, because it has the highest rate of brand loyalty. It’s the only electric brand that got a higher score than Tesla, even though Tesla is more popular. 

According to Visual Capitalist, 86% of Rivian owners said they would purchase a vehicle from the brand again. Tesla landed in fifth place on the chart with a 74%. So, Rivian is ahead by four spots and roughly 12%. 

The average rate of brand loyalty is based on customer satisfaction surveys that Consumer Reports sent to over 330,000 owners. 

The surveys cover overall comfort, driving enjoyment, performance, reliability, cabin storage, practicality, usability, and ownership cost. It also reflects if a brand can meet customer satisfaction. 

Plus, Consumer Reports asks people outright if they would buy another vehicle from the same brand again. People can respond with ‘Definitely Yes’, which holds the most weight. 

The 2024 Tesla Model Y parked in the city
2024 Tesla Model Y | Tesla

On an interesting note, Tesla has higher rankings for cabin storage, driving experience, and interior space. But Rivian has a higher ranking for comfort. 

Both the R1T and Model Y have a below-average reliability rating and don’t stack up apples to apples as different types of vehicles. However, it’s too early to provide the Tesla Cybertruck with a reliability ranking. 

The 2023 Rivian R1T has one recall while the 2023 Model Y faces 10 recalls. It’s possible that Rivian vehicles also have better quality than Tesla models. 

Both the R1T and Model Y earned the Top Safety Pick+ designation from the Insurance Institute of Highway Safety (IIHS). But the R1T has more ‘Good’ scores from its crash tests, which is the highest score possible. 

Tesla might be more popular because it’s able to manufacture more vehicles at a faster rate and has been around longer. 

But it’s not retaining customers as well as Rivan, Mini, BMW, or Porsche. Comfort seems to be the biggest area where Tesla lags behind.