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While brand loyalty doesn’t hold the same value as it did decades ago with many consumers exploring a different brand of vehicle every time they purchase a new car, there is still a great amount of pride for automotive brands when they can manifest lifelong supporters of their brand’s products in the modern era.

General Motors is doing better than any other company when it comes to this category. Here is everything you need to know about the automotive companies with the most amount of brand loyalty according to S&P Global.

This reliable Chevrolet SUVs is a 2023 Equinox
A 2023 Chevrolet Equinox | Chevrolet

GM dominates in brand loyalty

For the eighth year in a row, General Motors has come away with S&P’s award for the most Overall Loyalty to Manufacturer award. This is also GM’s 19th win in the last 27 years.

General Motors has many successful brands under its umbrella including GMC, Chevrolet, Cadillac, and Buick. Among these successful brands, GM continues to market its most successful vehicles in a way that is accessible to everyone. In nearly every automotive segment, GM has a vehicle in its lineup that is either the cheapest in the segment, like the Chevrolet Trax, or the most awarded, like the Chevrolet Tahoe.

This process of having a vehicle at every end of a vehicle segment gives consumers a great opportunity to “step up” within GM’s brand lineup. A consumer may start with a Trax, but as they grow older and their families grow, they may step up to a Suburban or a Cadillac Escalade.

GM’s pickup truck offerings are unmatched in the automotive marketplace. From the midsize Chevrolet Colorado to the capable and affordable Chevrolet Silverado, to the luxurious GMC Sierra, GM has a truck for everyone, and they always have a truck that consumers can “step up” to in the lineup.

Which vehicles hold the most loyalty among consumers?

The vehicles produced by General Motors with the most consumer loyalty are the Chevrolet Equinox, Tahoe, Bolt, and Corvette. The common trend between these models by far is the longevity of the models.

Many consumers who bought a Chevrolet Equinox when they were new in 2005 are moving into a brand new Equinox today. Those consumers who had Tahoes in the ’90s are still buying Tahoes today.

The Chevy Bolt was one of the first mass-market EVs sold by a long-running American car company, and due to its early market success and improvements over time, many old Bolt owners are moving into new Bolts. And of course, Corvette owners are some of the most brand-loyal consumers on earth, so it’s no surprise to see Corvette owners buying another Corvette.

To have a vehicle that produces repeat customers, it takes a ton of research, refinement, and effort to keep a vehicle consistently attractive to an ever-growing and maturing consumer base. With GM’s constant willingness to improve through these vehicles, it’s no surprise that GM has had so much success over time when it comes to brand loyalty.


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