01/17/2026
General Motors won S&P Global Mobility’s Overall Loyalty to Manufacturer award for the 11th consecutive year, while the redesigned Chevrolet Equinox captured the top model loyalty honor.
GM’s loyalty rate was 67.7 percent in 2025, according to S&P Global Mobility. Second-place Ford had a loyalty rate of 60.4 percent, and Toyota came in third at 59.9 percent.
GM’s core four brands allow customers to migrate among them, and strong new-product launches helped lift loyalty rates, said Vince Palomarez, associate director of product management and loyalty at S&P Global Mobility.
The Chevrolet Equinox won the Overall Loyalty to Model award with a loyalty rate of 42.2 percent in 2025. The 2025 redesign resonated with customers, boosting model loyalty and lifting GM’s overall numbers, Palomarez said.
“That’s a very high-volume model, so that just opens up even more pathways for the manufacturer to increase their loyalty rates,” he said.
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