Recipients of the 26th Annual IHS Markit Automotive Loyalty Awards

General Motors and Ford again took top honors at the 26th Annual Automotive Loyalty Awards orchestrated by IHS Markit.

However, for the first time, Honda achieved the distinction closely associated with franchise dealerships.

IHS Markit has recognized GM for its leadership as the No. 1 Manufacturer for Automotive Loyalty in the United States in 2021. This is the seventh consecutive win for GM in the Overall Manufacturer Loyalty category and the 18th time in the last 26 years.

Despite inventory constraints throughout the year, IHS Markit said GM retained 64% of its customers due to continued strong demand for their line of utilities and pickup trucks.

Ford took top honors in the Overall Brand Loyalty category, winning its 12th consecutive award. This honor marks 21 victories for the brand in this category since its creation.

IHS Markit pointed to Ford’s leadership in the pickup truck space as contributing to its industry-leading loyalty level of 60%, with the F-Series accounting for 38% of the brand’s loyalty volume, while new entries such as Bronco, Bronco Sport, Maverick and Mustang Mach-E contributed. a combined 10% in their first full year on the market.

Meanwhile, Honda scored its first-ever win in the Overall Dealer Loyalty category, as 40% of returning Honda owners acquired their next vehicle from the same dealership.

In recognition of the continued investment in electrification across the automotive industry, IHS Markit has expanded its award categories recognizing brand retention among owners of hybrid and electric vehicles.

New for 2021 is the Most Improved Alternative Powertrain Loyalty Award, recognizing an OEM’s improvement in its ability to retain the owner of a hybrid or electric vehicle for the brand, and also get them to buy one. alternative powertrain vehicle when it returns to the market.

This year’s first winner is Volkswagen, which saw a 17 percentage point improvement in loyalty to alternative powertrains, compared to the previous year, thanks to the launch of the ID4.

“Given the unique nature of 2021, with the challenges of the pandemic and inventory shortages, customer retention is more important than ever,” said Joe LaFeir, president of automotive insights at IHS Markit.

“This year’s winners certainly demonstrated effective marketing strategies that resonated with customers and led to greater market return,” LaFeir continued in a press release.

Recognizing the importance of ethnic loyalty since 2008, IHS Markit recognized three brands for their efforts to retain their diverse customer base.

Analysts pointed out that ethnic consumers accounted for 34% of all new vehicle registrations in 2021, which reinforces the importance for automakers to appeal to these constituencies.

For African American Loyalty to Make, Toyota leads the pack with a 61% retention rate among African Americans.

The Asian Loyalty to Make award was won by Tesla for the second consecutive year, with 53% loyalty.

Toyota received the Hispanic Loyalty to Make award for the ninth time since the award’s inception, with a loyalty rate of 61%.

IHS Markit also analyzed brands for year-over-year improvement in loyalty rates.

For 2021, Genesis received the Most Improved Make Loyalty award, increasing brand loyalty by 17 percentage points for 2021 compared to 2020. Analysts said the continued success of the G80 redesign, combined with strong demand for the new GV70 and GV80 utility vehicles, contributed to Genesis loyalty gains for the year.

IHS Markit mentioned that another key metric for this year’s Loyalty Awards was wins, due to its importance in helping a brand attract new customers.

The Highest Conquest Percentage award category was won by Tesla for the third year in a row. IHS Markit said Tesla was able to capture 22% of eligible volume in the segments it competes in.

A full list of 2021 winners includes:


Global Manufacturer Loyalty: General Motors*

Overall loyalty to do: Ford*

Loyalty of the African-American market to do: Toyota*

Asian market loyalty to do: Tesla*

Hispanic Market Loyalty To Do: Toyota*

Most Improved Loyalty To Do: Genesis

Overall Dealer Loyalty: Honda

Highest Conquest Percentage: Tesla*

Highest Fidelity Alternative Powertrain To Do: Tesla*

Most Improved Alternative Powertrain To Make: Volkswagen


Small Utility: Ford Bronco

Midsize Utility: Jeep Grand Cherokee

Full Size Utility: Ford Expedition*

Midsize Pickup: Honda Ridgeline

Light Pickup: Ram 1500*

Heavy Duty Pickup: Ram 2500/3500

Van: Toyota Sienna

Sports car: Dodge Challenger

Small car: Chevrolet Bolt*

Large car: Toyota Camry*

Small luxury utility: BMW X3

Mid-Size Luxury Utility: Lexus RX*

Full-Size Luxury Utility: Cadillac Escalade

Luxury sports car: Chevrolet Corvette*

Small luxury car: Acura TLX

Mid-size luxury car: Lexus ES*

Luxury full-size car: Mercedes-Benz S-Class

Note: *Repeat 2020 award winners, although some segment names have been adjusted.

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