General Motors (GM) has been selected as the car manufacturer with the highest repurchase rate in the U.S. market for nine consecutive years. This achievement is due to continuously enhancing product development and marketing initiatives. It is expected to lead to an increase in global brand image and awareness.
According to global research agency S&P Global Mobility, on the 9th, GM recently won the Overall Loyalty to Manufacturer category at the 28th Annual Automotive Loyalty Awards. This marks the ninth consecutive year since 2016 that GM has topped this category. Over the past 28 years, GM has won this category 20 times.
In particular, with the increase in popularity in the local SUV and pickup truck markets last year, the repurchase rate showed a significant increase. The GMC Sierra 2500/3500, Chevrolet Bolt, and Cadillac CT5 each won the Model Loyalty Awards in the Heavy-Duty Pickup, Small Car, and Luxury Small Car segments.
The Automotive Loyalty Awards is an annual car award ceremony conducted by S&P Global Mobility at the beginning of each year. It determines loyalty by tracking consumer purchase activities from January to December of the previous year. The key factor is whether consumers purchase the same brand when replacing a vehicle. The same applies to additional vehicle purchases. Last year, 12.6 million new vehicles registered in the U.S. market were analyzed.
S&P Global Mobility explained, “In the past few years, most customers have moved their choices to other brands when purchasing new cars, but GM has consistently strengthened product development and marketing initiatives, maintaining high loyalty.” They added, “In particular, the popularity of GM’s sports utility vehicles and pickup trucks has increased, significantly boosting loyalty last year.”
These results are expected to enhance GM’s global brand image and awareness. GM plans to carry out various activities to improve customer satisfaction and increase loyalty continuously.
Meanwhile, Lincoln Nautilus won this year’s newly established Overall Loyalty to Model category. Last year, more than 42% of Lincoln Nautilus owners chose the new Nautilus model.
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