Fuel-Type Loyalty

U.S. automotive brand loyalty remained strong at 51.4% in 2025, a five-year high, despite economic challenges. Consumers prioritized familiar brands amidst high prices and fewer incentives. While overall loyalty held steady, EV loyalty fragmented as owners explored more options, while gasoline vehicle loyalty rebounded. Toyota led brand loyalty, while Tesla saw its rate slip due to increased EV competition. The study highlights the growing importance of the ownership experience in fostering long-term customer relationships.