GM car buyers most loyal in 2024; Ford wins pickup and SUV categories
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Detroit Free Press

General Motors had the most loyal customers of any auto manufacturer last year, the Detroit automaker’s 10th consecutive year to tout that distinction, according to a customer buying analysis that S&P Global Mobility released Wednesday.

S&P Global Mobility, a Southfield-based automotive data and research firm, based its findings on an analysis of more than 13.1 million new retail vehicle registrations in the U.S. in 2024.

S&P Global Mobility's U.S. Automotive Loyalty Awards, now in its 29th year, define brand loyalty as the rate at which a household that owns a new vehicle returns to the market to acquire another vehicle of the same make, model or manufacturer.

The Chevrolet Equinox secured most loyalty among buyers for the small utility category, but Ford Motor Co. swept the awards in the pickup categories, as well as the luxury midsize and full-size vehicles. The Lincoln Nautilus won Overall Loyalty to Model; Lincoln’s second win in a category introduced last year. The Lincoln Corsair won in 2023.

  
  




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