For the 10th consecutive year, General Motors (NYSE: GM) has clinched the Highest Overall Manufacturer Loyalty Award from S&P Global Mobility, reinforcing its dominance in keeping customers coming back. This latest recognition solidifies GM’s position as a leader in the automotive industry, proving that when it comes to customer loyalty, no other automaker comes close.
What Makes GM the King of Customer Loyalty?
The Automotive Loyalty Awards from S&P Global Mobility track new vehicle registrations in the U.S. to determine how many customers return to buy or lease from the same manufacturer. For 2024, the study analyzed a massive 13.1 million vehicle transactions, making GM’s top ranking a clear testament to its brand strength and customer satisfaction.
But why do GM customers keep coming back year after year?
1. A Diverse Lineup That Appeals to Everyone
GM’s ability to serve a wide range of buyers plays a huge role in its loyalty success. With more than 45 models across brands like Chevrolet, GMC, Buick, and Cadillac, the automaker offers everything from fuel-efficient compact cars to powerful trucks and luxury SUVs.
One of GM’s standout models, the Chevrolet Equinox, was specifically recognized for having the Highest Model Loyalty in the Small Utility Segment—proving that GM doesn’t just attract buyers, it keeps them for the long haul.
2. A Reputation for Reliability
Car buyers value consistency, and GM has built a reputation for producing dependable vehicles that keep customers coming back. Whether it’s a Chevrolet Silverado built to last or a Cadillac offering a premium driving experience, GM ensures that customers feel confident sticking with their brand.
3. Strong Customer Engagement & Brand Trust
GM’s approach to customer engagement and service also plays a key role. The company focuses on enhancing the ownership experience, from after-sales support to innovative financing options, making it easier for drivers to stay within the GM family when it’s time for a new car.
The Industry Landscape: How GM Stands Out
Customer loyalty in the auto industry is a tough game, with brands constantly competing for returning buyers.
In 2024, brand loyalty across the industry rose to 51.6%, an increase of 0.6% compared to the previous year. While the market is becoming more competitive, GM continues to lead the pack, proving that its brand connection with customers is stronger than ever.
GM’s Leadership Reacts to the Award
GM President Mark Reuss expressed gratitude to the company’s loyal customers, stating:
“We’re so grateful to our loyal customers who continue to make GM vehicles their go-to choice.”
His statement highlights the company’s commitment to maintaining quality, reliability, and service, all of which play a role in its unmatched customer retention.
Looking Ahead: Can GM Keep the Streak Alive?
With the automotive industry shifting toward electric vehicles (EVs) and new technology, GM is investing heavily in innovation to ensure its dominance continues. The company’s expansion into EVs with models like the Chevrolet Blazer EV and Cadillac Lyriq shows its commitment to staying ahead of changing customer preferences.
The real question now is: Can GM make it 11 years in a row?
If history is any indication, the answer is yes.
