Ford wins Overall Loyalty to Make and Volkswagen wins new
Most Improved Alternative Powertrain Loyalty to Make award
IHS Markit (NYSE: INFO), a world leader in information,
analytics and solutions, today announced the winners of the 26th
annual Automotive Loyalty Awards, recognizing General Motors for
its leadership as top manufacturer for automotive loyalty in the
U.S. in 2021. This is the seventh consecutive win for GM in the
‘Overall Loyalty to Manufacturer’ category and 18th in the last 26
years. Despite inventory constraints throughout the year, GM
retained 64 percent of its customers due to continued strong demand
for their utility and pickup lineup.
Ford took top honors in the ‘Overall Loyalty to Make’ category,
winning its 12th consecutive award. This marks 21 wins for the
brand in this category since its inception. Ford’s leadership in
pickups contributed to its industry leading loyalty level of 60
percent, with F-Series accounting for 38 percent of the brand’s
make loyal volume while new entries like the Bronco, Bronco Sport,
Maverick, and Mustang Mach-E contributed a combined 10 percent in
their first full year in the market.
In recognition of the continued investment in electrification
throughout the automotive industry, IHS Markit has expanded its
award categories acknowledging brand retention among hybrid and
electric vehicle owners. New for 2021 is the ‘Most Improved
Alternative Powertrain Loyalty to Make’ award, recognizing an OEM’s
improvement in its ability to retain an owner of a hybrid or
electric vehicle to the brand, and also have them purchase another
alternative powertrain vehicle upon returning to market. This
year’s inaugural winner is Volkswagen, which saw a 17
percentage-point improvement in alternative powertrain loyalty,
compared to the previous year, due to the launch of the ID4.
“Given the unique nature of 2021, with the challenges of both
the pandemic and inventory shortages, retaining customers is more
important than ever,” said Joe LaFeir, President, Automotive
Insights, IHS Markit. “This year’s winners have certainly
demonstrated effective marketing strategies that have resonated
with customers and led to more return to market activity.”
Recognizing the importance of ethnic loyalty since 2008, IHS
Markit has acknowledged three brands for their efforts in retaining
their diverse customer base. Ethnic consumers represented 34
percent of all new vehicle registrations in 2021, reinforcing the
importance to manufacturers of appealing to these constituencies.
For ‘African American Loyalty to Make’, Toyota led the field with a
61 percent retention rate among African Americans. The ‘Asian
Loyalty to Make’ award was captured by Tesla for the second
consecutive year, with 53 percent loyalty. Toyota was recognized
for the ‘Hispanic Loyalty to Make’ award for the ninth time since
the award’s inception, with 61 percent loyalty.
IHS Markit also analyzed brands for year-over-year improvement
in their loyalty rates. For 2021, Genesis was honored with the
‘Most Improved Make Loyalty’ award, increasing brand loyalty by 17
percentage-points for 2021 vs. 2020. Continued success of the G80
redesign, combined with strong demand for the newly launched GV70
and GV80 utility vehicles, contributed to Genesis’ gains in loyalty
for the year.
Another key metric for this year’s Loyalty Awards was conquests,
due to its importance in helping a brand capture new customers. The
‘Highest Conquest Percentage’ award category was won by Tesla for
the third year in a row; Tesla was able to conquest 22 percent of
the eligible volume in the segments in which it competes.
Honda scored its first ever win in the ‘Overall Loyalty to
Dealer’ category as 40 percent of Honda owners returning to market
acquired their next vehicle from the same dealer.
A complete list of 2021 award winners follows:
MANUFACTURER AND MAKE LOYALTY
AWARDS
WINNER
Overall Loyalty to Manufacturer
General Motors*
Overall Loyalty to Make
Ford*
African American Market Loyalty to
Make
Toyota*
Asian Market Loyalty to Make
Tesla*
Hispanic Market Loyalty to Make
Toyota*
Most Improved Loyalty to Make
Genesis
Overall Loyalty to Dealer
Honda
Highest Conquest Percentage
Tesla*
Highest Alternative Powertrain Loyalty
to Make
Tesla*
Most Improved Highest Alternative
Powertrain Loyalty to Make
Volkswagen
SEGMENT MODEL LOYALTY AWARDS
WINNER
Small Utility
Ford Bronco
Mid-Size Utility
Jeep Grand Cherokee
Full-Size Utility
Ford Expedition*
Mid-Size Pickup
Honda Ridgeline
Light-Duty Pickup
Ram 1500*
Heavy-Duty Pickup
Ram 2500/3500
Van
Toyota Sienna
Sports Car
Dodge Challenger
Small Car
Chevrolet Bolt*
Large Car
Toyota Camry*
Luxury Small Utility
BMW X3
Luxury Mid-Size Utility
Lexus RX*
Luxury Full-Size Utility
Cadillac Escalade
Luxury Sports Car
Chevrolet Corvette*
Luxury Small Car
Acura TLX
Luxury Mid-Size Car
Lexus ES*
Luxury Full-Size Car
Mercedes-Benz S-Class
Note: *repeat winners from the 2020 awards, although some
segment names have been adjusted
IHS Markit Methodology
This year’s awards are based on a fact-based analysis of 13.4
million new retail vehicle registrations in the U.S. during the
2021 calendar year. Loyalty is determined when a household that
owns a new vehicle returns to market and acquired another new
vehicle of the same make, model or manufacturer. The newly acquired
vehicle may be either a replacement or an addition to the household
fleet.
IHS Markit has been tracking automotive loyalty for 26 years.
Major automakers and their marketing partners rely on these data
and analyses to make informed decisions surrounding related to
customer purchasing behavior, including conquest and retention. The
Automotive Loyalty Awards by IHS Markit are the industry’s only
fact-based awards of their kind. For more information, please
visit: www.ihsmarkit.com/auto-loyalty.
About IHS Markit
(www.ihsmarkit.com)
IHS Markit (NYSE: INFO) is a world leader in critical
information, analytics and solutions for the major industries and
markets that drive economies worldwide. The company delivers
next-generation information, analytics and solutions to customers
in business, finance and government, improving their operational
efficiency and providing deep insights that lead to well-informed,
confident decisions. IHS Markit has more than 50,000 business and
government customers, including 80 percent of the Fortune Global
500 and the world’s leading financial institutions. Headquartered
in London, IHS Markit is committed to sustainable, profitable
growth.
Automotive offerings and expertise at IHS Markit span every
major market and the entire automotive value chain—from product
planning to marketing, sales and the aftermarket. For additional
information, please visit www.ihsmarkit.com/automotive or email
automotive@ihsmarkit.com.
Editor’s note: IHS Markit will host a webinar to discuss
the awards and automotive loyalty trends on Thursday, March 3 at
1:00 pm ET. Media are invited to join for the session. Please use
this link to register.
IHS Markit is a registered trademark of IHS Markit Ltd. and/or
its affiliates. All other company and product names may be
trademarks of their respective owners © 2022 IHS Markit Ltd. All
rights reserved.
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version on businesswire.com: https://www.businesswire.com/news/home/20220225005383/en/
News Media: Michelle Culver IHS Markit +1 248 728 7496
michelle.culver@ihsmarkit.com Press Team IHS Markit
press@ihsmarkit.com
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