Tesla Motors has not just thrived in the initially 6 months of
2022 it has attained new levels of success dependent on two metrics –
file-superior brand name loyalty rates and significant manufacturer loyalty amongst
Model 3 house owners. Tesla brand name loyalty (the propensity of
return-to-industry Tesla households to acquire yet another Tesla) has
climbed to 67.5% in the 1st 50 % of 2022, extra than 12 proportion
factors larger than its brand loyalty in any previous yr (its
next highest result was 55.2% in 2020). Driving these effects is
the Model 3, with a initial 50 percent 2022 manufacturer loyalty charge of 70.7% –
better than any other design on the U.S. market. In two of the first
six months of 2022, Tesla’s brand name loyalty exceeded 70% (March –
73.1% and June – 72.8%). How does this evaluate to its luxury
rivals? Tesla’s June loyalty of 67.5% was practically 17 proportion
factors in advance of luxurious runner-up Mercedes-Benz at 50.7%.

Tesla’s marketplace share success in the initial 50 percent of 2022 are
similarly solid. With 20.5% share of the luxury market, Tesla share
is additional than 6 percentage points above that of runner-up BMW.
Tesla’s June 2022 new registration volume of just above 50,000 models
signifies the first time in (at least) the very last 10 several years that a
luxury model has registered far more than 50,000 new cars in one particular
month. In point, the 40,000 threshold for each month has only been
surpassed four situations in 10 many years – a few periods by Tesla and after by

Tesla’s high loyalty and share results exhibit a tough
situation for the rest of the industry. Not only are an
unparalleled selection of homes obtaining a Tesla, but a significant
proportion of these proprietors are sufficiently joyful with their
automobiles to get another one particular.

Even so, the U.S. luxury landscape is shifting, and a few
newcomers have demonstrated, in their early times, their means to
conquest Tesla proprietors. As the 3 charts beneath reveal, the
number one particular brand conquested by each individual of Lucid, Polestar, and Rivian
in the to start with 6 months of 2022 is Tesla. Additionally, a person-third of
Lucid’s conquests, and one-quarter of Rivian’s, are coming from
Tesla owner families, according to the S&P World wide Mobility
Family Loyalty Methodology (the recently acquired motor vehicle could be an
addition to the residence fleet.) A single vital indicator to Lucid and
Rivian conquests: They are competing in opposition to the older-sheet metallic
cars in the Tesla lineup – the Product X and S – at quality selling price
degrees in which buyers acquiring the latest trendy item is witnessed as
necessary. Conversely, Polestar is competing towards the newer
Model 3 and Y. If these trends go on, these a few EV luxurious
brands and other newcomers might offer a practical alternate to


This automotive insight is aspect of our regular Top
10 Traits Field Report.
The Report findings are
taken from new and applied registration and loyalty info.

The August report is now readily available. To obtain the report, you should
click on down below.



Posted 09 September 2022 by Tom Libby, Affiliate Director, Loyalty Solutions and Field Evaluation, S&P International Mobility&#13


This report was published by S&P International Mobility and not by S&P International Rankings, which is a separately managed division of S&P World.