Ford drivers are the most likely to stay loyal to their car brand and keep buying them
Published on Jul 26, 2025 at 11:12 PM (UTC+4)
by Keelin McNamara
Last updated on Jul 24, 2025 at 2:21 PM (UTC+4)
Edited by
Emma Matthews
Ford drivers are officially the most brand-loyal car owners in America.
That is, at least, according to recent data research from S&P Global.
The research looked at which brand retains its customer base the strongest.
And it turns out that the legendary Blue Oval brand dominates the list.
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Ford drivers really love Ford – a lot
Ford is, perhaps, America’s most iconic and legendary car brand.
The Blue Oval marque played a big role in essentially creating the American car industry.
And it now appears that Ford drivers are the most loyal to their brand.
The research, conducted by S&P Global, covers the year from April 2024 to March 2025.
And said research provides a ringing endorsement for the American brand.
According to the report, the brand has a customer-retention rate of 58.5 percent.
American rivals Chevrolet were slightly behind Ford, sitting at 58.3 percent.
Japanese giants Honda rounded out the retention podium at 55.5 percent
The study went even deeper, picking out individual vehicles for their retention abilities.
And it dominates that list, too, with five of its vehicles in the top 12.
The Ford Expedition, F-Series, Lincoln Corsair, and Lincoln Nautilus all top the list.
No other car brand managed to place more than one of its cars in the top 12.
Tesla tops luxury brand list
Outside of the traditional brands, S&P Global also took a look at luxury brands.
Tesla manages to top the customer retention list in that area.
A customer retention rate of 61.6 percent is enough to beat out Mercedes – 54.2 percent – and BMW – 51.4 percent.
What makes this interesting is that the data comes in relation to Tesla’s issues this year.
Tesla’s value appears to keep falling, and used Teslas appear to be tanking in value.
Of course, traditional brands such as Toyota are constantly strong in those lists.
But it would appear that the Blue Oval manages to retain customer loyalty the best.
What do you think of the list? Are you surprised by which company has the most brand-loyal drivers?
Keelin McNamara is a content writer at Supercar Blondie from Ireland, covering cars, technology, and lifestyle. Despite being a Law graduate, he discovered his passion for journalism during the COVID-19 pandemic, and has worked in the industry ever since. Outside of work, he is an avid MotoGP fan, and is a self-confessed addict of the sport.
