U.S. Automotive Brand Loyalty Increases in 2024, according to LexisNexis Risk Solutions

01/13/2025

ATLANTA — LexisNexis® Risk Solutions, a leading provider of data and analytics for the insurance and automotive industries, announced that U.S. consumer automotive brand loyalty has increased in 2024, trending toward pre-pandemic baselines. The study also examines the shifting consumer preferences regarding engine type as traditional reliance on internal combustion engines (ICE) wanes in favor of hybrid or electric vehicle (EV). Through automotive brand loyalty study, LexisNexis Risk Solutions offers automakers (OEMs) a unique view of the relationship between U.S. consumers and their changing vehicle preferences.

Key Takeaways

• The automotive brand loyalty rate rose 1.8% in 2024 to 52.6%, approaching the pre-pandemic benchmark (54.2%) observed in 2019.
• Out of the 47 brands analyzed, 11 surpassed the industry average in brand loyalty, improving over 2023 findings where only nine brands achieved the same result.
• As consumers transition to EV and hybrid powertrains to satisfy their transportation requirements, legacy ICE powertrains have steadily fallen since 2019 (97.6%) to 85.2% in 2024. 

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LexisNexis® Risk Solutions Loyalty Market Reporting, as of December 2024

 

 

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LexisNexis® Risk Solutions Loyalty Market Reporting, as of December 2024

Platform Shifts Continue
To track fuel type migration, LexisNexis® Risk Solutions analyzed new vehicle owners who replaced one new vehicle with another. Fuel type loyalty was determined when the fuel type of the replaced vehicle matched that of the new one.

• ICE loyalty dropped from 97.6% in 2019 to 85.2% in 2024. Compared to 2019 (97.6%), ICE has fallen 12.4 percentage points.
• Electric vehicle loyalty saw a slight decline, declining from 77.7% in 2023 to 74.7% in 2024.
• Hybrid vehicle replacements jumped 5 percentage points from 2023 to 52% in 2024.

Key Observations

"In light of 2023, the increased inventory on dealer lots is providing consumers with a wider range of options, which is a significant shift from the challenges they faced in 2023 when limited supply often led to brand switching," said Dave Nemtuda, AVP, Connected Car, LexisNexis Risk Solutions. "While affordability remains a headwind for many consumers seeking new or used vehicles, the industry's upward trend in brand loyalty is a positive signal of brand strength. This is especially critical as automakers navigate rising inventories and evolving consumer preferences, particularly toward EV and hybrid powertrains in the post-pandemic market."

About LexisNexis Risk Solutions
LexisNexis® Risk Solutions provides customers with information-based analytics and decision tools that combine public and industry-specific content with advanced technology and algorithms to assist them in evaluating and predicting risk and enhancing operational efficiency. Headquartered in metro Atlanta, Georgia, the company has offices throughout the world, serves customers in more than 190 countries and territories and is part of RELX. For more information, please visit LexisNexis Risk Solutions and RELX.