The S&P Global Mobility Loyalty Awards recognize GM and Ford as the top tier of customer retention in their 2025 Loyalty Awards.
The winners of the 2025 S&P Global Mobility Loyalty Awards announced their winners today on stage at the Detroit Auto Show, with GM taking home top honors as the most loyal brand overall. Meanwhile, the Ford F-series took the top slots in the categories for light and heavy-duty trucks, with the Chevrolet Equinox earning the honors in the Mainstream Utility (SUV) bracket.
Neither GM nor Ford is new to the game – GM has taken the top spot for an eye-popping 11 years now, and Ford’s F-series is a repeat winner from 2024 as well. These awards recognize customer retention and brand loyalty and are compiled based on registration data for almost 14 million new vehicle registration in the US between October 2024 and September 2025.
S&P Global Mobility Loyalty awards are touted as the industry’s sole fact-based awards of the kind, and are based on review of 13.6 million new retail vehicle registrations nationwide in the specified timeframe. Loyalty is determined when a household that owns a new vehicle acquires another new vehicle of the same make, model, or manufacturer.
The analysis used to determine the winners suggested a wide variety of reasons for customer retention, from redesigns of popular models to superior customer service. Presumably “I just love my truck and want another like it,” falls somewhere in the middle of those reasons, but it’s always been good enough for me.
For more info, visit S&P Mobility online.
