Customer loyalty is difficult for automakers to earn because American buyers have more vehicle choices than ever. A household may move from a sedan to an SUV, switch powertrains, or leave one brand entirely when it returns to the new-car market.
S&P Global Mobility’s Automotive Loyalty Awards use U.S. registration data to identify the models that are especially successful at bringing existing owners back. The latest 2025 awards, announced in January 2026, analyzed 13.6 million new retail vehicle registrations in the United States from October 2024 through September 2025.
S&P Global Mobility defines model loyalty as a household owning a new vehicle and then acquiring another new vehicle of the same model when it returns to market. The new vehicle may replace an existing one or be added to the household fleet.
This list uses the eight model winners identified in S&P Global Mobility’s 2025 loyalty awards. Chevrolet’s redesigned Equinox earned the highest model-level honor, while seven additional vehicles led their respective market segments. S&P noted that several categories were decided by less than one percentage point.
These are eight vehicles that turned existing ownership into another purchase of the same nameplate.
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1. Chevrolet Equinox
No vehicle earned a stronger model-level recognition in S&P Global Mobility’s latest loyalty awards than the Chevrolet Equinox. The compact SUV received the 2025 Overall Loyalty to Model award and also won the Mainstream Utility category.
S&P’s analysis identified a particularly important factor behind the result: the redesigned Equinox recorded a four-percentage-point increase in model loyalty year over year.
That improvement shows how a successful redesign can influence repeat purchasing. Existing Equinox households already know the model’s general place in Chevrolet’s lineup. Rather than forcing those customers into an unfamiliar vehicle, the new generation gives them a substantially updated version of a nameplate they previously selected.
The 2026 Equinox remains focused on the compact SUV formula. Chevrolet equips it with a 1.5-liter turbocharged four-cylinder producing 175 horsepower.
Torque depends on drivetrain and transmission configuration, reaching 203 lb-ft with the available all-wheel-drive setup and eight-speed automatic transmission. Its exterior measures 183.2 inches long and 74.9 inches wide.
S&P Global Mobility’s loyalty methodology is particularly important here. The award is not based on a consumer survey asking owners whether they like their vehicle. It uses new retail registration data to determine whether households actually return and acquire the same model again. The Equinox’s victory, therefore, reflects measured purchasing behavior.
Its four-point loyalty improvement also gave S&P a clear example of redesign-driven retention. In a market where buyers can easily switch to another compact SUV, Equinox households returned to the same nameplate at a rate strong enough to earn the highest model loyalty honor for 2025.
- Engine: 1.5-liter turbocharged inline-four
- Torque: Up to 203 lb-ft
- Horsepower: 175 hp
- Length/Width: 183.2 inches / 74.9 inches
2. MINI Cooper
The MINI Cooper reaches this list through a very different kind of loyalty. S&P Global Mobility named it the 2025 Segment Model Loyalty winner in the Mainstream Car category.
At the same time, MINI received the Most Improved Make Loyalty award, with S&P specifically pointing to updates to the Cooper and Countryman as important contributors to the brand’s loyalty improvement.
For the Cooper, repeat ownership is closely tied to a highly recognizable product identity. Few mainstream cars have the same combination of compact dimensions, rounded design elements, and brand-specific interior presentation. A customer replacing a Cooper may have difficulty finding a direct substitute that recreates the same character under another badge.
The 2026 MINI Cooper 2 Door is available with different power levels. The Cooper S uses a 2.0-liter turbocharged four-cylinder producing 201 horsepower and 221 lb-ft of torque. MINI lists the two-door model at approximately 152.6 inches in length and 68.7 inches in width, making it dramatically shorter than the Chevrolet Equinox above it.
Its S&P award should not be confused with an industrywide second-place loyalty ranking. The Cooper won its specific mainstream car segment, while the Equinox received the highest model-level honor across the awards.
This list groups the eight model winners recognized by S&P rather than inventing unsupported percentage rankings that the published award release does not provide.
What the registration data confirms is that Cooper-owning households returned to the same model strongly enough to lead the mainstream passenger-car category. MINI’s broader improvement adds context to that victory.
Product updates did not merely attract attention from new shoppers. According to S&P Global Mobility’s analysis, they helped strengthen retention among households already familiar with the brand and its distinctive compact car.
- Engine: 2.0-liter turbocharged inline-four
- Torque: 221 lb-ft
- Horsepower: 201 hp
- Length/Width: 152.6 inches / 68.7 inches
3. 2026 Mercedes-Benz S-Class
At the luxury end of the passenger-car market, repeat purchases can be especially difficult to secure. Buyers have access to flagship sedans from several global manufacturers and may change brands simply to experience something different.
Yet the Mercedes-Benz S-Class retained enough returning households to share S&P Global Mobility’s 2025 Segment Model Loyalty Award for Luxury Car with the Lexus ES. The result was a tie, and S&P marked the Lexus as a repeat category winner. The S-Class follows a different loyalty formula from the compact MINI Cooper. Familiarity with the Mercedes flagship experience can be a powerful retention tool.
Long-wheelbase proportions, rear-seat accommodation, advanced suspension technology, and extensive cabin features give existing owners a clear product identity to return to when replacing an older S-Class.
For 2026, the S 500 4MATIC provides a useful powertrain reference. Its turbocharged 3.0-liter inline-six uses mild-hybrid assistance and produces 442 horsepower. Mercedes-Benz rates engine torque at 413 lb-ft. A nine-speed automatic transmission and 4MATIC all-wheel drive are part of the configuration.
S&P Global Mobility’s award is based on household registration behavior rather than owner-review scores. A household had to return to the new-vehicle market and acquire another vehicle of the same model for the transaction to contribute to model loyalty.
The study reviewed 13.6 million U.S. new retail registrations from October 2024 through September 2025. The S-Class therefore earns its place through measurable repeat purchasing. In a segment filled with expensive alternatives, enough existing S-Class households chose the same nameplate again to share the luxury car loyalty award.
- Engine: 3.0-liter turbocharged inline-six mild hybrid
- Torque: 413 lb-ft
- Horsepower: 442 hp
- Length/Width: 208.2 inches / 76.9 inches
4. 2026 Lexus ES
The Lexus ES shares the luxury car loyalty award with the Mercedes-Benz S-Class, but the two sedans reach repeat buyers from completely different price and product positions. S&P Global Mobility identified the ES as a 2025 Segment Model Loyalty winner and marked it with an asterisk, indicating that the Lexus was also a winner in the 2024 awards.
That repeat victory matters. One successful year can reflect a particularly favorable product cycle, but consecutive recognition suggests the ES continues to bring existing households back when they re-enter the new-car market. S&P’s registration-based methodology measures actual acquisition behavior, not stated purchase intentions.
The ES has traditionally occupied a distinct position in the U.S. luxury sedan market. It emphasizes passenger comfort and everyday usability rather than chasing the aggressive performance numbers of German sport sedans. That consistency can make replacement decisions simpler for owners who already value the model’s character.
For the 2026 ES 350, the familiar 3.5-liter naturally aspirated V6 produces 302 horsepower and 267 lb-ft of torque. An eight-speed automatic transmission sends power to the front wheels. The sedan measures 195.9 inches long and 73.4 inches wide, giving it substantial midsize luxury-car dimensions.
Repeat purchasing also benefits from a recognizable nameplate. ES buyers do not have to move into a completely different Lexus product to find a newer version of the sedan they already own. The model continues to provide a clearly defined place within the brand’s U.S. lineup.
The S&P data does not publish a model loyalty percentage for the ES in the award release, so assigning an unsupported rate would be inaccurate. What the data verifies is that the Lexus ES tied for the highest model loyalty in the luxury car segment and returned as a repeat winner.
- Engine: 3.5-liter naturally aspirated V6
- Torque: 267 lb-ft
- Horsepower: 302 hp
- Length/Width: 195.9 inches / 73.4 inches
5. 2026 Porsche 911
Sports-car buyers often chase the newest performance machine, yet the Porsche 911 has built a customer base willing to return to the same nameplate repeatedly. S&P Global Mobility named the 911 its 2025 Segment Model Loyalty winner for sports cars. The asterisk attached to the award identifies Porsche’s icon as a repeat winner from the 2024 loyalty awards.
That consecutive recognition is important because S&P’s methodology tracks actual U.S. vehicle registrations rather than asking drivers which car they intend to purchase next.
A household must own a new vehicle, return to the new-vehicle market, and acquire another new vehicle of the same model to count toward model loyalty. The study examined 13.6 million new retail registrations from October 2024 through September 2025.
The 911’s continuity gives returning buyers a rare proposition. Its rear-engine identity and familiar silhouette remain recognizable, but Porsche continually updates powertrains, chassis systems, and cabin technology. Owners can move from an older Carrera into a newer 911 without abandoning the basic character that attracted them originally.
For 2026, the standard 911 Carrera uses a twin-turbocharged 3.0-liter flat-six producing 388 horsepower and 331 lb-ft of torque. Porsche lists a 183 mph top track speed and a 3.9-second 0-to-60 mph time for the Carrera.
S&P does not publish the 911’s exact loyalty percentage in its award release. What the registration data verifies is more precise than an unsupported estimate: the Porsche led the sports car segment for model loyalty and repeated its prior-year victory.
- Engine: 3.0-liter twin-turbocharged flat-six
- Torque: 331 lb-ft
- Horsepower: 388 hp
- Length/Width: 178.8 inches / 72.9 inches
6. 2026 Honda Odyssey
Family needs can change rapidly, but the Honda Odyssey shows that many minivan households prefer familiarity when buying their next vehicle. S&P Global Mobility selected the Odyssey as the 2025 Segment Model Loyalty winner in the Van category. More significantly, the award list marks Honda as a repeat winner from 2024.
The reason for repeat purchasing may be easier to understand when the Odyssey’s role is considered. Minivan owners often buy specifically for sliding-door access, three-row seating, and passenger flexibility. Once a household has built its routine around those features, switching to a vehicle with a different layout can require compromises.
Honda has kept the Odyssey’s basic mechanical formula consistent. Every 2026 trim uses a 3.5-liter V6 producing 280 horsepower at 6,000 rpm and 262 lb-ft of torque at 4,700 rpm. A 10-speed automatic transmission is standard. Honda’s official U.S. specifications list the minivan at 205.2 inches long and 78.5 inches wide.
The cabin creates a stronger connection with repeat buyers than raw horsepower figures might suggest. Honda’s Magic Slide second-row seats are standard across the 2026 lineup, while CabinTalk, CabinWatch, and the rear entertainment system are available depending on trim. Those family-oriented features give existing owners practical reasons to remain with the nameplate.
S&P’s award does not claim the Odyssey has the highest loyalty rate among every vehicle sold in America. It confirms that Honda led its van segment under a registration-based loyalty measurement.
Winning the category in consecutive award years strengthens the case. Odyssey households did not merely express satisfaction in a survey. Enough returned to the U.S. new-vehicle market and acquired another Odyssey for the minivan to retain S&P Global Mobility’s segment loyalty award.
- Engine: 3.5-liter naturally aspirated V6
- Torque: 262 lb-ft
- Horsepower: 280 hp
- Length/Width: 205.2 inches / 78.5 inches
7. 2026 Ford F-Series
Pickup loyalty is measured differently when one model family stretches across light-duty and heavy-duty work. S&P Global Mobility named the Ford F-Series the 2025 Segment Model Loyalty winner in both the Light-Duty Pickup and Heavy-Duty Pickup categories. An asterisk in the official results also identifies the F-Series as a repeat winner from the 2024 awards.
That double victory gives Ford a unique position among the eight model winners in this article. An F-150 household returning for another F-Series purchase may have very different requirements from an F-250 or F-350 owner. Yet S&P’s registration-based methodology found enough same-model loyalty for the F-Series to lead both pickup categories.
Continuity plays an important role. Ford gives truck buyers a broad selection of cab styles, engines, bed lengths, and capability levels without forcing them to leave the F-Series name. An owner whose hauling requirements change can remain within a familiar truck family.
For a 2026 specification reference, the F-150’s available 5.0-liter V8 produces 400 horsepower and 410 lb-ft of torque. Ford also offers EcoBoost V6 and PowerBoost full-hybrid powertrains.
The 2026 F-150 can be configured with several cab and bed combinations, so exterior length varies by configuration. Ford’s technical data lists body width at about 79.9 inches without mirrors.
S&P does not provide a specific F-Series model loyalty percentage in its public award release. The verified result is that Ford won both pickup segments and repeated its prior-year success.
For a vehicle family commonly purchased for work, towing, and household needs, consecutive loyalty recognition is significant. Buyers returned to the F-Series in sufficient numbers to keep Ford at the top of both pickup categories.
- Engine: 5.0-liter Ti-VCT V8
- Torque: 410 lb-ft
- Horsepower: 400 hp
- Length/Width: Varies by configuration / approximately 79.9 inches
8. 2026 Lincoln Corsair
The Lincoln Corsair completes the list as S&P Global Mobility’s 2025 Segment Model Loyalty winner for Luxury Utility. More importantly, the asterisk beside its name in the official award table confirms that the Corsair also won its category in the 2024 awards.
Two consecutive victories show a repeat-purchase pattern strong enough to survive intense competition in the luxury SUV market.
Unlike the Ford F-Series, the Corsair builds loyalty around a narrowly focused product. It is a compact, five-passenger luxury SUV intended for buyers who want premium features without moving into the larger dimensions of a three-row vehicle.
Returning owners can replace an older Corsair with a newer model while retaining a familiar vehicle size and Lincoln ownership experience.
The 2026 Corsair offers a turbocharged 2.0-liter four-cylinder in its gasoline configuration. Lincoln rates the engine at 250 horsepower in U.S. specifications, with 275 lb-ft of torque. The SUV measures 181.4 inches long and 74.3 inches wide, excluding the mirrors.
Lincoln also offered the Grand Touring plug-in hybrid configuration, giving the nameplate an electrified alternative.
There is also an important current-market detail. Lincoln’s U.S. site now identifies the 2026 Corsair as sold out. That does not alter the S&P award because the loyalty study examined 13.6 million U.S. new retail registrations from October 2024 through September 2025. The award measures purchases made during that defined period.
The Corsair’s inclusion is therefore based on documented buyer behavior, not an assumption about brand reputation.
Households owning the model returned and acquired another Corsair at a rate high enough to lead the Luxury Utility segment. Its second consecutive category victory gives Lincoln the final position among S&P Global Mobility’s model-level loyalty winners.
- Engine: 2.0-liter turbocharged inline-four
- Torque: 275 lb-ft
- Horsepower: 250 hp
- Length/Width: 181.4 inches / 74.3 inches
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