The S&P Global Mobility awards is a determination of the loyalty owners have to a particular brand. Tesla is making strong moves in this arena.
When a household returns to the market to purchase or lease another vehicle from the same brand as before, they are showing strong brand loyalty. Some households have this feeling toward specific models, others toward certain brands. For the first time ever, Tesla takes one of these awards away from Ford, which shows significance in the direction of the entire automotive market to lean more toward EVs than ever before.
Brand Loyalty normally goes to Ford
Prior to 2022, Ford won the Overall Loyalty to Make award because it has the Ford F-Series trucks in its lineup. That truck didn’t bring home the award for 2022. Instead, Tesla wins for Overall Loyalty to Make for the first time ever. That’s a huge change from the previous twelve years and shows a significant change in the market. This might remind you of times during the Star Wars movies when we heard of characters saying the “feel a disturbance in the force” we might have a disturbance in the automotive world.
Does this disturbance make sense
Actually, the movement away from gas-powered vehicles and brands in favor of electric models is an expected and predicted move. Almost all automakers are working on building up their EV lineups to either offer new models of the gas-powered vehicles that use electricity, or to build brand-new vehicles that only run on electricity. Although the EV movement is only in its infancy, Tesla has been part of this movement for several years. All this California-based company has ever made are EVs. It was only a matter of time before some of these loyalty awards would go to this EV automaker.
Which automaker wings for Overall Loyalty to Manufacturer?
For the past eight years, General Motors has taken home the award for Overall Loyalty to Manufacturer. The overall loyalty has dropped since 2019 from 54.6 percent to 50.2 percent, but with the supply chain shortages plaguing the industry, GM was still at the top of the list.
The challenges facing the automotive industry and its supply chain date back to the start of the pandemic. Many automakers have found ways to be flexible and agile with regards to moving parts around, offering vehicles without some features, and attempting to build exactly what customers want on time.
What are the categories and winners of these awards?
The S& P Global Mobility loyalty awards break down as follows:
Manufacturer and Make Loyalty Awards
- Overall Loyalty to Manufacturer – General Motors
- Overall Loyalty to Make – Tesla
- Ethnic Market Loyalty to Make – Tesla
- Most Improved Make Loyalty – Tesla
- Overall Loyalty to Dealer – Subaru
- Highest Conquest Percentage – Tesla
- Alternative Powertrain Loyalty to Make – Tesla
- Most Improved Alternative Powertrain Loyalty to Make – Mercedes-Benz
As you can see, Tesla captured many of these awards. Subaru and Mercedes-Benz are first-time winners in their categories, with the new electric vehicle lineup from Mercedes-Benz showing strong promise for the future.
Segment Model Loyalty Awards
- Small Utility – Chevrolet Equinox
- Midsize Utility – Subaru Outback
- Full-Size Utility – Chevrolet Tahoe
- Midsize Pickup – Honda Ridgeline
- Light-Duty Pickup – Ford F-Series
- Heavy-Duty Pickup – Chevrolet Silverado HD 2500/3500
- Van – Mercedes-Benz Sprinter
- Sports Car – Dodge Challenger
- Small Car – Chevrolet Bolt
- Large Car – Nissan Altima
- Luxury Small Utility – Tesla Model Y
- Luxury Midsize Utility – Lincoln Nautilus
- Luxury Full-Size Utility – Land Rover Range Rover
- Luxury Sports Car – Chevrolet Corvette
- Luxury Small Car – Tesla Model 3
- Luxury Midsize Car – Lexus ES
- Luxury Full-Size Car – Mercedes-Benz S-Class
Ford hangs onto the award for its light-duty pickup truck and Tesla takes two positions on the models list. Chevy shows up in five spots taking the most model-specific awards for 2022.
What does Tesla offer that helps win some of these awards?
Model S – The flagship
The Model S has been the longest-running model from this EV automaker. It has been tuned various ways and given every technological advanced the brand can produce. Whether it’s the insane speed offered by the Ludicrous Mode in the Plaid model or the long driving range found in some slower versions, the Model S is an imaginative and impressive electric luxury sedan. It might not have the cache of the Mercedes-Benz S-Class to win the luxury full-size car award, but it certainly has everything desired for some driving pleasure.
Model X – Flyaway rear doors
The Model X took the imaginative approach found in the Model S and transformed it into an impressive SUV. The Model X has the same three electric motors as the Model S and it can be configured with five or seven seats to provide ample room for a family. One of the most endearing qualities of this SUV is the seat of rear gullwing doors. While somewhat problematic when this SUV first appeared, they have become one of the staples and most recognizable features of this SUV.
Model Y – Small SUV strength
Because S&P doesn’t yet have an EV category its pretty impressive to see the Model Y as the winner for the luxury small SUV class. This might change as more EVs hit the market, but or now, this little vehicle is a proud winner. The Model Y has become one of the most popular Tesla models in the market with its long driving range, useful cargo space, and impressive technology.
Model 3 – The affordable Tesla
The most affordable car in this brand’s lineup is also an award winner. The Model 3 came into being to take on the Nissan Leaf and Chevy Bolt EV. Once it hit the luxury class, it captured the attention of more drivers. The Model 3 is currently the most popular vehicle in the lineup. Like the Model Y, this little car has a long driving range, massive central control screen, and impressive comfort and quality in the cabin.
Tesla takes down Ford for the S&P Global Mobility awards; what brand will fall to this EV giant next? We’ll have to wait and see what happens in the upcoming year. It will take some time for the new EVs entering the market to reach a level where they will qualify for a loyalty award.
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