Ford owners are now officially more loyal than Tesla owners

Tesla once sat on top of the loyalty charts with fans who never looked elsewhere.

But that grip on repeat buyers has started to loosen.

Now, Ford has passed Tesla in keeping customers around.

And the reasons stretch from stale products to stronger rivals.

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The numbers behind Tesla’s loyalty collapse

An S&P Global Mobility study shows Tesla’s loyalty dropped from 67.5 percent in Q2 2024 to 58.1 percent a year later. 

Ford now leads at 59.6 percent, with Tesla only level with General Motors. 

Analyst Tom Libby called the speed of the decline ‘unprecedented.’ 

He says he’s never seen a brand fall so far, so fast.

Zoom out and the trend looks even worse for Tesla. 

Tesla’s market share in EVs shrank from 46.2 percent in early 2025 to 38 percent by August. 

While the overall EV segment grew 14 percent, Tesla’s sales rose just 3.1 percent.

Meanwhile, rivals are closing the gap at speed.

Part of the problem is the lineup itself. 

What once felt futuristic now looks pricey and tired.

And analysts point out that where Tesla used to stand alone, brands like BMW and Audi now have compelling electric versions of their top models.

Where Tesla risks losing even more ground

Product gaps in Tesla’s range are driving even more loyalists away. 

Tesla still doesn’t offer a true large SUV, and its most affordable models are far from entry-level prices. 

The Model X starts at just over $100,000 with shipping, yet it’s smaller than traditional family haulers. 

The Cybertruck begins around $72,000, leaving buyers who want either bigger or cheaper options with no place to go.

That’s why 30 percent of former Tesla owners switched this year, according to the S&P study. 

Life stages matter – families grow, space is a requirement, and Tesla hasn’t kept up.

The brand is responding. 

A less expensive Model Y is due later in 2025, while the upcoming Cybercab robotaxi is meant to push Tesla into new territory in 2026. 

But whether those plans land is another question. 

Tesla’s cult following made it untouchable for years. 

Now Ford’s proving even the most devoted Tesla owners can be lured away.

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