How can the emergence of vehicle “megaplatforms” fuel your strategy with OEMs

When we break this percentage down further, we can see a distinct difference between loyalty rates for mainstream versus luxury brands. Mainstream brands have a loyalty rate of 51.8%, while luxury brands sit lower at 48.0%.

Luxury consumers typically enjoy increased financial flexibility and a broader array of choices when considering different brands and products, which may result in lower loyalty rates. Additionally, luxury consumers have higher expectations for quality, performance, and customer experience. If a brand fails to meet these expectations, the customer may elect to try a competitive product

The top performing mainstream brands for January 2025 - December 2025 include:

Ford: 58.8%

Chevrolet: 57.8%

Toyota: 57.7%

The top performing luxury brands (note: exotic brands not included) for January 2025 - December 2025 period include:

Tesla: 59.5%

Mercedes-Benz: 53.9%

BMW: 52.2%