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

Staff Report From Georgia CEO

Tuesday, January 21st, 2025

 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.  

U.S. automotive brand loyalty rate rose 1.8% in 2024 to 52.6% vs. the pre-pandemic benchmark (54.2%) observed in 2019.

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.

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.