May 7, 2026 – In the fiercely competitive automotive industry, a high Net Promoter Score (NPS) is a coveted goal for many companies. So, which brand’s products are most beloved by users? Recently, S&P Global Mobility unveiled its 2025 Brand Loyalty Rankings.
Tesla has secured the Overall Brand Loyalty Award for the fourth consecutive year, boasting a 61.1% owner repurchase rate. Additionally, it has swept both the Niche Market Brand Loyalty Award and the Highest New Customer Acquisition Rate Award, with the latter being its sixth straight win in this category.
These accolades are based on data from 13.6 million new vehicle registrations in the United States between October 2024 and September 2025. The key metric used is the proportion of owners who choose to stick with the same brand when replacing their vehicles.
The figures show that Tesla’s owner repurchase rate far exceeds the industry average of 52.7%. Among its specific models, the Model 3 stands out with a 72.8% repurchase or additional purchase intention, while the Model S follows closely at 59.9%, both significantly outperforming their competitors.
In terms of user demographics, Tesla has shown remarkable performance among diverse ethnic groups. The retention rate among Asian-American households is 63.6%, and among Hispanic households, it reaches 61.9%, both well above the national average in the United States, demonstrating its broad appeal across cultural backgrounds.
Analysts point out that Tesla’s high brand loyalty is underpinned by a combination of strong product capabilities and an ecosystem barrier. Currently, Tesla has over 65,000 Superchargers globally, establishing an industry-leading charging network. Its advanced battery, electric motor, and power electronics technologies, along with five-star safety designs, low maintenance costs, and a high resale value of 55.1%, create a full-cycle value advantage. Moreover, continuous over-the-air (OTA) updates keep the vehicles “fresh” and transform them from one-time consumer goods into continuously appreciating assets.
