In 2025, US automakers General Motors and Ford continue to lead in customer loyalty despite a slight decline overall, highlighting strategic focuses on technology and brand strength amidst a more volatile market.

In 2025, new car buyers seem to be more flexible with their brand preferences than in previous years, highlighting a market that’s quite lively and fiercely competitive. While overall brand loyalty has dipped a bit in the first half of the year, some automakers still manage to earn strong customer allegiance. Notably, General Motors and Ford continue to lead the way.

Based on a recent study by S&P Global Mobility, GM still tops the list when it comes to multi-brand customer loyalty, with a loyalty rate of about 68.1 percent. That’s pretty significant—it indicates that most GM customers tend to stick with the brand family when they buy their next vehicle, whether they’re switching from Chevrolet to Cadillac or from GMC to Buick. GM has held this loyalty position for an impressive ten years straight—according to the industry, which kind of shows how much confidence consumers have in its varied lineup.

On the other hand, Ford boasts the highest loyalty among individual brands, at around 58.9 percent. That’s a solid number—making Ford quite competitive in keeping its customers in the fold, even as more people seem willing to switch brands more often these days. That said, metrics like Ford’s Net Promoter Score (NPS)—which in this case is 32—point to some room for growth if the brand wants to boost customer advocacy and satisfaction. In fact, their score is below the industry average, which hovers around 41.

Looking at the bigger picture, overall brand loyalty in 2025 has decreased slightly—down to 51.1 percent from 52.5 percent in 2024. This slowdown seems to be part of a broader return to normal after the wild fluctuations caused by COVID-19. During the pandemic, supply chain issues and vehicle shortages shook up buying habits and loyalty patterns. Now, as the market stabilizes, there’s a bit more volatility, but it also offers automakers a chance to strengthen their customer base through better products and fresh ideas.

A key part of GM’s strategy involves boosting its advanced driver-assistance system, Super Cruise, which plays into their loyalty efforts. After stepping back from the unprofitable robotaxi ventures—well, at least that was the plan—GM is focusing on Super Cruise to get consumers comfortable with semi-autonomous driving. It’s available on roughly 20 high-end gasoline and electric models, and for the first three years, it’s free before shifting to a subscription—projected to bring in around $2 billion yearly in about five years. This tech edge could really help GM appeal to customers who love gadgets and smart features and might be pivotal in keeping its loyalty crown.

As everyone in the aftermarket supply chain and fleet management space tries to navigate this shifting loyalty landscape, there’s a clear focus on balancing core brand strengths with innovation and delivering an excellent customer experience. How these factors interplay is pretty much going to set the tone for the industry’s competitive scene in 2025 and beyond. Manufacturers like GM and Ford are definitely setting the benchmarks in loyalty, all amid a period of substantial change and transformation—interesting times, for sure.

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Source: Noah Wire Services