Which brand are car owners most loyal to?
More than half of car buyers are loyal to their previous brand when choosing their next car. However, this indicator varies significantly across companies. In the 2026 ranking, Tesla took first place with a score of 64 percent. Ferrari, Toyota, Subaru and Honda were next.
Which car brands are most loyal to their owners?
The ranking, compiled by S&P Global Mobility based on car sales data through May 2026, was published in Automotive News.
In the study, "customer loyalty" is understood as the likelihood that a car owner will purchase a car of the same brand again when replacing a vehicle, regardless of the specific model.
Overall, more than half of car and electric car buyers choose the brand they used before when buying their next car. The average loyalty rate in the US auto market was 52 percent.
Tesla took first place in the ranking with a score of 64 percent. This is 4 percentage points higher than the result of Toyota, one of the second largest public indicators, and 12 percentage points higher than the average in the US auto market.
Founded in 2003, Tesla posted its first full-year profit in 2020. The company has been one of the world's most valuable automakers by market capitalization for a long time since then.
In 2025, Tesla sold nearly 600,000 electric cars in the US market.
Tesla's high customer loyalty is also consistent with the company's strong position in the US electric car market. The brand's cars account for about half of all electric cars sold in the country.
However, the company's global results are not the same. Tesla's global sales in 2025 fell by 9% compared to the previous year. This was also affected by increased competition and mixed reactions to the work of the company's CEO Elon Musk.
After Tesla, Ferrari came in second in customer loyalty. The Italian luxury car manufacturer took second place with a score of 61%.
Ferrari recently launched its own electric model. However, one of the brand's main strengths remains its unique image and the high level of loyalty it has built among its customers.