{"id":20743,"date":"2023-10-12T08:45:46","date_gmt":"2023-10-12T07:45:46","guid":{"rendered":"http:\/\/www.spglobal.com\/mobility\/en\/research-analysis\/does-the-auto-industry-have-an-ev-loyalty-problem.html"},"modified":"2023-10-12T08:45:46","modified_gmt":"2023-10-12T07:45:46","slug":"does-the-auto-industry-have-an-ev-loyalty-problem","status":"publish","type":"post","link":"https:\/\/gamefootballmobileanimeiphone.com\/index.php\/2023\/10\/12\/does-the-auto-industry-have-an-ev-loyalty-problem\/","title":{"rendered":"Does the auto industry have an EV loyalty problem?"},"content":{"rendered":"<h3 ><strong>The easy headline is: &#8220;3 out of 4 Luxury EV Households<br \/>\nStick with EVs for Next Vehicle.&#8221; But remove Tesla&#39;s<br \/>\nindustry-leading loyalty numbers from the equation, and the<br \/>\npercentage for the rest of the industry falls off sharply. That<br \/>\ncould pose a problem for legacy automakers getting people to like<br \/>\n\u2014 and stay loyal to \u2014 electric vehicles.<\/strong><\/h3>\n<p >\nOn the plus side, overall loyalty by fuel type for EVs among luxury<br \/>\nand mainstream brands collectively has soared in the past three<br \/>\nyears, according to S&amp;amp;P Global Mobility registration data. But<br \/>\nthe data also tells a sobering story: <a id=\"_Int_8JhQGT59\" name=\"_Int_8JhQGT59\" style=\"position:absolute;visibility:hidden;\">&amp;lt;span\/&amp;gt;<\/a>Nearly half of those non-Tesla EV<br \/>\nhouseholds that have acquired a new electric vehicle still purchase<br \/>\nan internal combustion vehicle the next time around.<\/p>\n<p >Excluding Tesla, the fuel type loyalty rate for mainstream brand<br \/>\nEV households is 52.1% this year through July, according to the<br \/>\nlatest S&amp;amp;P Global Mobility loyalty analysis. <a id=\"_Int_N6WOVWN0\" name=\"_Int_N6WOVWN0\" style=\"position:absolute;visibility:hidden;\">&amp;lt;span\/&amp;gt;<\/a>That&#39;s staying loyal to<br \/>\nelectric vehicles, regardless of which brand they purchased next<br \/>\n(even if they moved on to a Tesla).<\/p>\n<p >&#8220;The OEMs are spending huge amounts of money to develop EVs,&#8221;<br \/>\nsaid Tom Libby, associate director for loyalty solutions and<br \/>\nindustry analysis at S&amp;amp;P Global Mobility. &#8220;<a id=\"_Int_6UbOJRZU\" name=\"_Int_6UbOJRZU\" style=\"position:absolute;visibility:hidden;\">&amp;lt;span\/&amp;gt;<\/a>So the last thing they<br \/>\nwant is for an EV owner to go back to ICE.&#8221;<\/p>\n<p >Libby adds a caveat: The household data does not necessarily<br \/>\nmeasure whether an EV has been <em>replaced<\/em> by another EV. The<br \/>\nnew purchase, in other words, could be a replacement for a<br \/>\ndifferent household vehicle.<\/p>\n<p >Part of the loyalty struggle can be attributed to a decrease in<br \/>\nopenness to purchase an EV. A recent consumer survey by S&amp;amp;P<br \/>\nGlobal Mobility found that a consumer&#39;s consideration for<br \/>\npurchasing an EV has fallen to 52% from a high of 81% in 2021.<br \/>\nPricing, infrastructure, and range were the top 3 reasons consumers<br \/>\nlisted for not purchasing an EV. For some consumers, having a<br \/>\ntraditional ICE or hybrid vehicle is a way to hedge against some of<br \/>\nthese obstacles.<\/p>\n<p >Among mainstream brands with return-to-market volumes over 1,000<br \/>\nhouseholds YTD through July, Nissan had the strongest loyalty to<br \/>\nEVs at 63.2%, followed by Chevrolet at 60.6%. To be clear, that&#39;s<br \/>\nloyalty to EVs in general, not Nissan-to-Nissan EVs or<br \/>\nChevrolet-to-Chevrolet EVs.<\/p>\n<p >Individual models had varied results. Only 37.3% of Ford Mustang<br \/>\nMach-E households bought another EV, versus 45.8% opting for<br \/>\ngasoline power. A large chunk of buyers went to Ford truck and SUV<br \/>\nmodels in both ICE and hybrid powertrains, suggesting that vehicle<br \/>\ntype and capability were more important than the fuel used.<\/p>\n<p >By bittersweet contrast, of the Nissan Leaf households that<br \/>\nbought another EV, the most popular next purchase was a Tesla Model<br \/>\nY at 14.3%, followed by another Leaf at 12.4%. Leaf non-EV buyers<br \/>\nwere <a id=\"_Int_j5gjrBld\" name=\"_Int_j5gjrBld\" style=\"position:absolute;visibility:hidden;\">&amp;lt;span\/&amp;gt;<\/a>largely<br \/>\nbrand-loyal \u2014 migrating to the Rogue, Pathfinder, Altima, and<br \/>\nSentra.<\/p>\n<p >The Chevrolet Bolt also kept <a id=\"_Int_cbqGYkuP\" name=\"_Int_cbqGYkuP\" style=\"position:absolute;visibility:hidden;\">&amp;lt;span\/&amp;gt;<\/a>a majority of households &#8211; 60.7% &#8211; in EVs,<br \/>\nwith 28.8% getting another Bolt. Like the Mach-E with Ford, the<br \/>\nBolt saw households that went for gas power mostly turning to<br \/>\nChevrolet SUVs and trucks.<\/p>\n<p ><strong>Loyalty to EVs in the Luxury Space<\/strong><\/p>\n<p >Similar loyalty results appeared in the luxury EV space as well.<br \/>\nThe EV loyalty rate across the luxury segment has remained<br \/>\nconsistently above 70% for the past three full quarters and above<br \/>\n60% for the past 18 months.<\/p>\n<p ><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/cdn.ihsmarkit.com\/www\/images\/1023\/ev-fuel-type-blog-1.png\" alt=\"\" width=\"800\" height=\"368\" \/><\/p>\n<p >\nImpressive, right? However, as the chart below shows, breaking it<br \/>\ndown to the specific brand level paints a different picture. With<br \/>\nTesla&#39;s impact on the overall segment removed, S&amp;amp;P Global<br \/>\nMobility data analysis <a id=\"_Int_A1dkBFuq\" name=\"_Int_A1dkBFuq\" style=\"position:absolute;visibility:hidden;\">&amp;lt;span\/&amp;gt;<\/a>show some luxury brands have <a id=\"_Int_JNzguuX4\" name=\"_Int_JNzguuX4\" style=\"position:absolute;visibility:hidden;\">&amp;lt;span\/&amp;gt;<\/a>a hard time keeping<br \/>\ncustomers intrigued by EVs.<\/p>\n<p ><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/cdn.ihsmarkit.com\/www\/images\/1023\/ev-fuel-type-blog-2.png\" alt=\"\" width=\"800\" height=\"503\" \/><\/p>\n<p >\nOn the upside, many non-Tesla luxury brands have improved their EV<br \/>\nloyalty rate \u2014 especially Jaguar, Mercedes-Benz, and Audi.<br \/>\nIntriguingly, among luxury brands with significant return-to-market<br \/>\nvolume, BMW had the highest EV loyalty rate three years ago, but<br \/>\nalso has not changed that percentage since.<\/p>\n<p ><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/cdn.ihsmarkit.com\/www\/images\/1023\/ev-fuel-type-blog-3.png\" alt=\"\" width=\"500\" height=\"389\" \/><\/p>\n<p >\nBut can these rates hold as product lines age and new competitors<br \/>\narrive? What will the Mercedes-Benz EQS or Porsche Taycan buyer do<br \/>\nwhen they come back to market for a new vehicle in the next few<br \/>\nyears? Will they buy one of the 200+ EVs expected to be available<br \/>\nfor sale in 2026, or harken back to their legacy luxury brands&#39;<br \/>\nheritage of internal combustion?<\/p>\n<p >Between Tesla picking off EV intenders, and the draw of internal<br \/>\ncombustion strengths such as towing and payload, legacy ICE<br \/>\nautomakers face a battle to increase EV loyalty as they transition.<br \/>\nDoubling down on EVs to expand their lineups might be the required<br \/>\npath to ensure continued loyalty to brand and fuel type.<\/p>\n<p ><a class=\"primary-button\" href=\"https:\/\/www.spglobal.com\/mobility\/en\/Info\/0521\/light-vehicle-powertrain-forecast.html\"><br \/>\nLIGHT VEHICLE POWERTRAIN FORECASTS<\/a><\/p>\n<p ><a class=\"primary-button\" href=\"https:\/\/www.spglobal.com\/mobility\/en\/research-analysis\/what-do-tesla-owners-buy-when-they-return-to-market.html\"><br \/>\nWHAT DO TESLA OWNERS BUY WHEN THEY RETURN TO MARKET?<\/a><\/p>\n<p ><a class=\"primary-button\" href=\"https:\/\/www.spglobal.com\/mobility\/en\/products\/powertrain-and-compliance.html\"><br \/>\nVEHICLE POWERTRAIN TRENDS<\/a><\/p>\n<p ><a class=\"primary-button\" href=\"https:\/\/www.spglobal.com\/mobility\/en\/research-analysis\/fuel-for-thought-ev-marketing-challenges-vehicle-portfolio-grows.html\"><br \/>\nFUEL FOR THOUGHT: TOO MANY TOYS ON THE SHELF<\/a><\/p>\n<p ><a class=\"primary-button\" href=\"https:\/\/www.spglobal.com\/mobility\/en\/Info\/0722\/top-10-industry-trends-report.html\"><br \/>\nSUBSCRIBE TO OUR TOP 10 INDUSTRY TRENDS NEWSLETTER<\/a><\/p>\n<p ><a class=\"primary-button\" href=\"https:\/\/www.spglobal.com\/mobility\/en\/research-analysis\/fuel-for-thought-warning-signs-on-the-path-to-mass-ev-adoption.html\"><br \/>\nWARNING SIGNS ON THE PATH TO MASS EV ADOPTION<\/a><\/p>\n\n<h2><b>Commercials Cooperation Advertisements:<\/b><\/h2>\r\n<p><br>(1) IT Teacher IT Freelance<br> <\/p>\r\n<a href=https:\/\/itteacheritfreelance.hk\/wordpress><img src=http:\/\/gamefootballmobileanimeiphone.com\/wp-content\/uploads\/2023\/09\/ITTeacherITFreelance-Website.png alt=IT\u96fb\u8166\u88dc\u7fd2 java\u88dc\u7fd2 \u70ba\u5927\u5bb6\u914d\u5c0d\u96fb\u8166\u88dc\u7fd2,IT freelance, \u79c1\u4eba\u8001\u5e2b, PHP\u88dc\u7fd2,CSS\u88dc\u7fd2,XML,Java\u88dc\u7fd2,MySQL\u88dc\u7fd2,graphic design\u88dc\u7fd2,\u4e2d\u5c0f\u5b78ICT\u88dc\u7fd2,\u4e00\u5c0d\u4e00\u79c1\u4eba\u88dc\u7fd2\u548cFreelance\u81ea\u7531\u5de5\u4f5c\u914d\u5c0d\u3002\/><\/a><p><a href=https:\/\/itteacheritfreelance.hk\/wordpress\/index.php\/findteacher>\u7acb\u523b\u8a3b\u518a\u53ca\u5831\u540d\u96fb\u8166\u88dc\u7fd2\u8ab2\u7a0b\u5427! 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That<br \/>\ncould pose a pro&#8230;<\/p>\n","protected":false},"author":479,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-container-style":"default","site-container-layout":"default","site-sidebar-layout":"default","disable-article-header":"default","disable-site-header":"default","disable-site-footer":"default","disable-content-area-spacing":"default","footnotes":""},"categories":[3267],"tags":[61,122,127,129,124,128,125,132,131,133,126,130,123,66,94,88,97,56,64,65,60,3344,3351,3357,3360,3335,3340,3362,112,3353,40,75,95,3350,3352,3356,3343,3359,3339,3345,3334,3341,104,3354,33,120,3358,3349,3337,3348,105,101,98,115,30,29,41,86,3342,3361,70,69,68,72,71,26,118,108,87,3355,46,55,48,52,54,51,50,83,3338,62,58,57,3336,109,35,3346,59,63,85,79,82,96,80,27,81,114,44,42,43,45,38,39,110,117,100,111,116,3300,73,89,90,92,91,93,84,78,37,102,34,36,77,67,74,99,113,3347,119,28,121,32,47,49,53,103,31,76],"class_list":["post-20743","post","type-post","status-publish","format-standard","hentry","category-car-or-automobile","tag-airpods","tag-anime","tag-anime-characters","tag-anime-cosplay","tag-anime-edits","tag-anime-merchandise","tag-anime-movies","tag-anime-news","tag-anime-recommendations","tag-anime-reviews","tag-anime-series","tag-anime-streaming","tag-animes","tag-app-store","tag-app-store-samsung","tag-appgallery","tag-appgallery-oneplus","tag-apple","tag-apple-music","tag-apple-tv","tag-apple-watch","tag-auto-financing-guide","tag-automobile-industry-news","tag-automobile-laws-and-regulations","tag-automobile-shows-and-expos","tag-automobile-specifications","tag-automobile-technology","tag-autonomous-vehicles","tag-bbc-sport","tag-best-cars-for-long-drives","tag-best-mobile-games","tag-bixby","tag-bixby-xiaomi","tag-car-accessories","tag-car-comparison","tag-car-customization-ideas","tag-car-insurance-advice","tag-car-interior-design-ideas","tag-car-maintenance-tips","tag-car-resale-value","tag-car-reviews","tag-car-safety-features","tag-champions-league","tag-city-cars","tag-cyberpunk","tag-cyberpunk-2077","tag-driving-tips-and-tricks","tag-eco-friendly-cars","tag-electric-vehicles","tag-family-cars","tag-fantasy-football","tag-fifa","tag-football","tag-formula-1","tag-fortnite","tag-free-fire","tag-free-mobile-games","tag-freebuds-pro","tag-fuel-efficiency-tips","tag-future-of-automobiles","tag-galaxy-a52","tag-galaxy-note-20","tag-galaxy-s21","tag-galaxy-watch-4","tag-galaxy-z-fold-3","tag-game","tag-games","tag-golf","tag-harmonyos","tag-highway-cars","tag-how-to-backup-iphone","tag-how-to-factory-reset-iphone","tag-how-to-reset-iphone","tag-how-to-restore-iphone","tag-how-to-unlock-iphone","tag-how-to-unlock-iphone-5","tag-how-to-unlock-iphone-6","tag-huawei","tag-hybrid-cars","tag-ios","tag-ipad","tag-iphone","tag-latest-car-models","tag-live-soccer","tag-lol","tag-luxury-cars","tag-macbook","tag-macos","tag-mate-40-pro","tag-mi-11-lite","tag-mi-home-security-camera-basic-1080p","tag-mi-home-security-camera-basic-1080p-huawei","tag-mi-smart-band-6","tag-minecraft","tag-miui","tag-mlb-scores","tag-mobile-game-design","tag-mobile-game-development","tag-mobile-game-marketing","tag-mobile-game-monetization","tag-mobile-games","tag-mobile-gaming","tag-nba-scores","tag-nba-standings","tag-nfl","tag-nfl-scores","tag-nhl-scores","tag-off-road-vehicles","tag-one-ui","tag-oneplus","tag-oneplus-9-pro","tag-oneplus-buds-pro","tag-oneplus-nord-ce-5g","tag-oxygenos","tag-p40-pro-plus","tag-poco-x3-pro","tag-pokemon","tag-premier-league","tag-pubg","tag-pubg-mobile","tag-redmi-note-10-pro","tag-samsung","tag-samsung-pay","tag-soccer","tag-sports","tag-sports-cars","tag-steam","tag-steeam","tag-top-10-anime","tag-valorant","tag-when-do-the-iphone-7-come-out","tag-when-does-the-iphone-7-come-out","tag-when-is-the-iphone-7-coming-out","tag-world-cup","tag-xbox-series-x","tag-xiaomi"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/gamefootballmobileanimeiphone.com\/index.php\/wp-json\/wp\/v2\/posts\/20743","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gamefootballmobileanimeiphone.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gamefootballmobileanimeiphone.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gamefootballmobileanimeiphone.com\/index.php\/wp-json\/wp\/v2\/users\/479"}],"replies":[{"embeddable":true,"href":"https:\/\/gamefootballmobileanimeiphone.com\/index.php\/wp-json\/wp\/v2\/comments?post=20743"}],"version-history":[{"count":1,"href":"https:\/\/gamefootballmobileanimeiphone.com\/index.php\/wp-json\/wp\/v2\/posts\/20743\/revisions"}],"predecessor-version":[{"id":20744,"href":"https:\/\/gamefootballmobileanimeiphone.com\/index.php\/wp-json\/wp\/v2\/posts\/20743\/revisions\/20744"}],"wp:attachment":[{"href":"htt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