A closer look at the data reveals the distinct strategies that propelled this year’s winners. Product redesigns proved to be a powerful loyalty driver, as seen with Mini’s win for ‘Most Improved Make Loyalty,’ which was spurred by updates to both its Cooper and Countryman models. Similarly, the Chevrolet Equinox captured ‘Overall Loyalty to Model’ following its own redesign, which resulted in a “notable four-percentage-point increase in model loyalty year-over-year.”

“The data this year highlights how narrow the margins for success have become,” said Vince Palomarez, Associate Director, Loyalty Analysis at S&P Global Mobility. “Several categories were contested by less than one percentage point. This level of competition, combined with fewer available awards in 2025, increases the statistical significance of each win and underscores the performance of this year’s recipients.”

“Other brands showcased different paths to retention. Subaru’s award for ‘Overall Loyalty to Dealer’ was anchored by exceptional performance in its high-volume East Coast markets, where dealer loyalty reached 43.7%, well above its national average of 37.9%.

“Meanwhile, Tesla’s multiple awards highlight a strategy of targeted market appeal and consistent disruption. Its win for ‘Ethnic Market Loyalty to Make’ was driven by remarkable retention among Asian (63.6%) and Hispanic (61.9%) households—rates that significantly outpace the national averages for those groups. Underscoring its sustained market impact, Tesla also secured the ‘Highest Conquest Percentage’ award for the sixth consecutive year,” S&P Global Mobility said.