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Loyalty in the automotive industry, especially luxury cars, is one of the best attributes a brand can have. Consumer loyalty gives brands repeat sales without having to sacrifice the advertising and marketing expenses a new consumer base needs. S&P Global recently released its annual automotive loyalty awards for 2022. These awards are given to the brands and vehicles within those brands that bring in the most repeat consumers. Let’s look at the most loyal luxry car owners for each segment.

Luxury Small Car – Tesla Model 3

A red Tesla Model 3 on display in front of a grey wall with Tesla written on it and a screen with a video playing.
Tesla Model 3 | Lillian Suwanrumpha via Getty Images

This entire study was performed by analyzing over 11.7 million new retail vehicle registrations in the US during the 2022 calendar year. S&P Global was able to reference previous automotive ownership and find out which households have purchased vehicles from the same company back to back. By using this methodology, S&P Global gives us one of the most in-depth studies on the market for automotive loyalty.

When it comes to repeat consumers in the small luxury vehicle marketplace, there is no model like the Tesla Model 3. Of course, it takes time on the market to foster loyalty for a vehicle, and the Tesla Model 3 has had several years of production by now, with its first models coming out in 2017.

With Tesla rarely releasing redesigns of their vehicles and many vehicles in the Tesla lineup lasting for years and years, this loyalty is incredibly impressive. This award signifies that when consumers lose their Model 3 due to an accident, or other incidents, they are happily replacing their old Model 3 with a new one.

With a base MSRP of $42,990, infinite capabilities with over-the-air updates, and a great warranty of 8 years or 100,000 miles on the drivetrain, the Tesla Model 3 is an excellent vehicle for the entry-level EV buyer or the seasoned EV veteran alike.

Luxury Midsize Car – Lexus ES

The Lexus ES does a great job of marrying performance and luxury with a comfortable ride and smooth, while still retaining some performance-adjacent qualities at speed. The Lexus ES 350 comes standard with a V6 engine that offers over 300 hp and fuel economy ratings of 22 mpg in the city and 32 mpg on the highway.

For those consumers that want a little more efficiency, the ES 300h hybrid offers a 2.5-liter focus cylinder engine that gets around 43 mpg in the city and 44 mpg highway. Whether you want a more performance-oriented midsize luxury car, or a more fuel-efficient one, the ES lineup has something for everyone.

Full-Size Car – Mercedes-Benz S-Class

The Mercedes Benz S-Class is a beast of a full-size luxury car. The only part of the S-Class that rivals the size of this full-size car is the number of luxury features. The S-Class comes in two main configurations: the S500 and the S580. While both of these vehicles come with all-wheel drive as standard equipment, the S500 comes with a 429 hp straight-six engine and the S580 comes with a V8 that produces around 496 horsepower. The S580 can also be had as a plug-in hybrid as the S580e, which can drive around 40 miles in full-electric mode.

With active air suspension, rear-wheel steering, and even a semi-autonomous driving mode, it is no wonder how the S-Class has taken the throne as the vehicle with the most return customers for 2022.


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