It takes exceptional vehicles to lead the U.S. auto industry in sales — but earning the lasting trust of customers who return year after year is even more remarkable.
General Motors has won the award for “Overall Manufacturer Loyalty” from S&P Global Mobility for the 11th consecutive year. This means when customers choose a GM brand, they overwhelmingly stay in the family for their next purchase.
“This recognition reflects the drive and passion powering every part of our business from the factory to the showroom,” said GM President Mark Reuss. “When people choose GM and our brands with this level of consistency, it tells us we’re delivering something truly special.”
The 2025 awards are based on an analysis of 13.6 million new retail vehicle registrations in the U.S. from October 2024 through September 2025. The awards, now in their 30th year, were handed out at the Detroit Auto Show.
Additionally, the Chevrolet Equinox won “Overall Model Loyalty” for the second year in a row. S&P credited the win with the vehicle’s recent redesign, which resulted in a notable four-percentage-point increase in model loyalty year-over-year. The Equinox was also the model loyalty winner in the “Mainstream Utility” segment.
“Congratulations to GM for their outstanding performance on customer retention,” said Joe LaFeir, President of Mobility Business Solutions at S&P Global Mobility. “The combination of timely updates to their product portfolio, along with a strong product lineup for their customers to consider when returning to market, has contributed to sustained loyalty success.”
Customer loyalty remains a strategic priority, and GM continues to advance several key initiatives that strengthen the ownership experience:
- Providing choice: Investing in and creating an exciting portfolio of both gasoline powered and electric vehicles.
- Delivering a trusted dealer experience: Chevrolet, Cadillac, GMC, and Buick dealers continue to earn recognition for providing high-quality customer service.
- Advancing cutting-edge technologies: Super Cruise now provides the hands-free driving experience to more than 500,000 customers. GM has also announced plans to launch conversational AI using Google Gemini this year and introduce eyes-off driving in 2028, debuting on the Cadillac Escalade IQ electric SUV.
- Expanding GM Insurance: Customers in 20 states now have an additional, GM-backed option when shopping for coverage, including Michigan, which was added to the growing list in November. GM Insurance uses in-vehicle technology to customize rates that reward safe driving.
- Enhance the GM Rewards program: The GM Rewards Mastercard and points earned on eligible GM purchases unlock more member exclusive benefits, from unique experiences to the ability to purchase vehicle accessories.
