Tesla took the customer loyalty title from Ford, ending a 12-year run for the Dearborn automaker

Ford Motor Co. often commands customer loyalty, but Tesla just stole the crown for “Biggest Loyalty to Make” from the Dearborn automaker after 12 years of Ford dominance, according to S&P Global Mobility’s annual Automotive Loyalty Awards. announced Monday.

Meanwhile, General Motors has retained the title of “Overall Reliable Manufacturer” for the eighth year in a row, and the 19th victory in the last 27 years. The increased production levels met the demand for sport utility vehicles and pickups built by GM, and led to strong safety gains, S&P Global Mobility said in a news release.

GM’s manufacturing reliability rate was 65.4% in 2022 while Tesla’s reliability rate was 67.2%, confirmed S&P Global Mobility to the Detroit Free Press. Ford placed second in “safe to do.”

There is no information for Ford others who did not complete the entire category.

The industry has seen customer loyalty decline for the third year in a row as customers deal with another year of supply chain, manufacturing and delivery disruptions related to the COVID-19 pandemic and other issues. world.

S&P Global Mobility, which analyzed 11.7 million new dealer vehicle registrations in the U.S. from January 2022 to December 2022, has been tracking vehicle reliability for 27 years. of manufacture, design or manufacture. A new vehicle can be either a replacement or an addition to a pre-owned vehicle. For this, the industry analyst did not provide details for the results.

Automakers view customer retention as important because retaining customers is more cost-effective than attracting new customers. “In success”, when one car manufacturer steals from another, it is seen as a great success.

Why Tesla?

Tesla also won repeat wins for “Highest Percentage of Success” and “On behalf of Powertrain Loyalty to Make.”

The Austin, Texas-based automaker can attribute its return to market share to the largest share of electric vehicle sales last year, according to S&P Global Mobility.

Tesla, GM, Subaru received top honors

Below is the complete list of winners in each major category along with the 2021 title repeaters highlighted:

  • General Credit to Manufacturer: General Motors*
  • Totally Safe To Do: Tesla
  • Ethnic Market Confidence To Do: Tesla
  • The Most Reliable: Tesla
  • Overall Dealership Confidence: Subaru
  • Biggest Percentage: Tesla*
  • Alternative Powertrain Safety for Yin: Tesla*
  • Best Safe Powertrain Alternatives To Make: Mercedes-Benz

Reliable winners for SUV, trucks, sports car models

  • Small User: Chevrolet Equinox
  • Mid-Size Utility: Subaru Outback
  • Full Details: Chevrolet Tahoe
  • Mid-Size Pickup: Honda Ridgeline*
  • Must-Light Pick-up: Ford F-Series
  • Heavy duty pickup: Chevrolet Silverado 2500/3500
  • Van: Mercedes-Benz Sprinter
  • Sports car: Dodge Challenger*
  • Small Car: Chevrolet Bolt*
  • Top Car: Nissan Altima
  • Under the hood: Tesla Model Y
  • Lincoln Nautilus Mid-Size Utility Icon
  • Brand: Land Rover Range Rover
  • Luxury sports car: Chevrolet Corvette*
  • Small Luxury Car: Tesla Model 3
  • Mid-Size Car: Lexus ES*
  • Full Car: Mercedes-Benz S-Class*

Mary Barra responded

GM CEO Mary Barra, in response to the S&P report, posted on her LinkedIn page Monday, “Today, we received an important announcement that underscores General Motors’ commitment to having customers for life. … Year after year, if When you buy a GM vehicle, you’re more likely to be in our family of brands than if you go to a competitor. I’m proud to say that Chevrolet, GMC and Cadillac all posted solid year-over-year profits, and five Chevrolets — the Equinox, Tahoe, Silverado, Bolt EV and Corvette — led their respective segments. It’s no coincidence that four of the five led their segments in the 2022 JD First Quality Study, too.”

Behind the scene

People who crunched the data say the auto industry is going through a lot of change and change, and analysts are watching to see if 2022 will be a big one for Tesla and what’s next.

The shortage of vehicles is hurting automakers, including Ford, because buyers are being forced to look elsewhere, Vince Palomarez, S&P Global Mobility product manager for safety, told the Detroit Free Press. “It’s a sign of the times and what’s going on in the industry. The supply shortage has had an impact. Safety has had an impact.”

Cane:Ford CEO briefs employees on Tesla, challenges ahead

Palomarez said Ford’s latest data has less to do with Ford’s weakness than Tesla’s strength in the industry as a whole.

“Tesla has seen great profits,” he said. “The data shows us that Tesla customers return to the market faster than normal. If the industry average is 38 months to buy, a Tesla customer has only 24 months. It is faster than a year . Tesla has only a fan base. Tesla’s name is very well accepted. They have spent 10 years to build a reputation as a manufacturer of EV electric vehicles.”

Also, Palomarez said, Tesla’s charging system must be considered as something. Once the buyer owns the equipment, the equipment works with this brand.

Because GM has pushed to increase rates in the second half of 2022, confidence in the company has increased, Palomarez said.

With no rates, no incentives and a strong used car market, industry safety has dropped 3 percentage points overall to 50.2% since the start of the 2019 pandemic.

Palomarez said the industry is in a difficult situation. “The real competition is going to happen next year. We’re going to start seeing innovation levels grow back. Is this Tesla driving the trend or the sustainable?”

Cane:GM shines, Ford fails to impress in JD’s latest reliability survey

Cane:Ford’s Jim Farley talks about the financial struggles of carmakers, plans to cut costs

Cane:Ford CEO Jim Farley emphasized that only 1 company is challenging Tesla right now

Editor’s note: S&P Global Mobility updated its data on Monday to reflect that Ford has achieved the best safety performance for more than 12 years, longer than initially stated.

Contact Phoebe Wall Howard: 313-618-1034 or phoward@freepress.com. Follow her on Twitter @phoebesaid

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