S&P Global Mobility announced the winners of its 30^th annual Automotive Loyalty Awards for 2025, with several 2024 winners repeating.

For the 11^th year in a row, General Motors won the Overall Loyalty to Manufacturer award, and Tesla took the Overall Loyalty to Make honor for the fourth year in a row.

"The data shows the market is not rewarding just one type of strategy. Instead, we see sustained, high-level performance from manufacturers with broad portfolios,” said S&P President of Mobility Business Solutions Joe LaFeir. “In the current market, retaining customers remains a critical performance indicator for the industry."

Tesla also received the Ethnic Market Loyalty to Make award, which was driven by retention among Asian (64%) and Hispanic (62%) households. It also received the Highest Conquest Percentage award for the sixth straight year.

Overall Loyalty to Model went to the Chevrolet Equinox following the model’s recent redesign. Mini won Most Improved Make Loyalty after the brand made updates to its Cooper and Countryman models. 

And Subaru once again received the award for Overall Loyalty to Dealer, largely thanks to its performance in East Coast markets, where dealer loyalty reached about 44%, above the Subaru national average of almost 38%.