Tesla Tops U.S. Brand Loyalty for Fourth Straight Year, with 72.8% of Model 3 Owners Planning to Repurchase

According to S&P Global Mobility’s 2025 Brand Loyalty Rankings, Tesla has topped the overall brand loyalty list for the fourth consecutive year, with a remarkable 61.1% repurchase rate among its owners. This figure is based on data from 13.6 million new vehicle registrations in the U.S. between October 2024 and September 2025, with the core metric being the percentage of owners who chose the same brand when purchasing their next vehicle. The industry average repurchase rate during the same period was 52.7%. Tesla also received awards for Highest Brand Loyalty among niche demographic segments and Highest New Customer Conquest Rate—the latter marking its sixth consecutive year winning this accolade. Among specific models, Model 3 owners demonstrated a repurchase or additional purchase intent of 72.8%, while Model S owners registered 59.9%, both significantly outpacing competitors. In diverse ethnic submarkets, Tesla achieved an owner retention rate of 63.6% among Asian households and 61.9% among Hispanic households—both exceeding the national average. As of the reporting period, Tesla had deployed over 65,000 Superchargers globally, establishing a leading EV charging network. Its vehicles benefit from advantages in battery, motor, and power electronics technologies; five-star safety ratings; low maintenance costs; and a strong three-year resale value retention rate of 55.1%. Additionally, continuous over-the-air (OTA) updates enhance the long-term utility and value of its vehicles.