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Which brands retain the most customers? When it comes to car buyers, loyalty is a fierce competition. BMW vs. Mercedes-Benz, Toyota vs. GM, the list goes on and on. Which automakers have the most and least loyal customers? Well, Experian has the answer.
Their latest Q3 United States automotive loyalty rankings were recently released, and the results were interesting to say the least. Which brand retains the most customers? Which automaker performs the worst? Let’s dive in and find out.
Before we do, it’s important to understand that the percentages we refer to below represent the percent of consumers who own that brand of vehicle and return to buy another from the same manufacturer. We do not have data for Tesla at this time.
The brands with the most loyal customers
Brand
Current Year Loyalty
Previous Year Loyalty
YOY Change
Ferrari
71.4%
66.7%
4.7%
Hyundai
66.8%
67.8%
-1.0%
Honda
66.4%
68.6%
-2.2%
Kia
66.0%
68.2%
-2.2%
Toyota
65.6%
63.6%
2.0%
Subaru
65.0%
73.2%
-8.2%
BMW
64.1%
66.7%
-2.6%
Ford
62.1%
73.1%
-11.0%
RAM
61.9%
62.7%
-0.8%
Chevrolet
61.8%
66.4%
-4.6%
The automaker that retains the most customers is Ferrari, with 71.4% of their owners returning to buy another Ferrari. They are the only brand to crack the 70% threshold. After Ferrari is Hyundai, with an astounding 66.8% loyalty rate. As far as mass market brands go, Hyundai is in first place, with Honda and Kia right behind them at 66.4% and 66% respectively. Toyota and Subaru round out the top five “attainable” brands, with BMW, Ford, RAM, and Chevrolet following next.
You can see the year-over-year change for each automaker as well. Subaru and Ford have both struggled mightily to retain their brand loyalty levels. This is likely in part due to the chip shortage, and their inability to produce enough vehicles to keep up with consumer demand.
Ferrari and Toyota are the only two brands that saw their loyalty ratings increase year-over-year.
The brands with the least loyal customers
Brand
Current Year Loyalty
Previous Year Loyalty
YoY Change
FIAT
7.2%
8.3%
-1.1%
Chrysler
24.4%
22.9%
1.5%
Dodge
27.5%
23.9%
3.6%
Jaguar
29.0%
36.3%
-7.3%
Lamborghini
37.8%
59.0%
-21.2%
INFINITI
40.3%
45.5%
-5.2%
MINI
40.4%
41.9%
-1.5%
Alfa Romeo
42.1%
48.2%
-6.1%
Rolls-Royce
42.7%
44.1%
-1.4%
Land Rover
44.4%
52.0%
-7.6%
How is FIAT still in business? Last quarter they sold 401 total units, and their brand loyalty is an industry worst 7.2%. Why the heck are they still in existence in the United States?
Chrysler comes in second to last at 24.4%, with Dodge and Jaguar right behind them. Lamborghini is a surprising entrant in the “least” loyal list, especially with Ferrari (their most direct competitor) being at the top of the overall rankings.
Infiniti and Mini are not surprising, both with nearly 40% brand loyalty. Alfa Romeo, Rolls-Royce, and Land Rover round out the top ten brands with the least loyalty.
Which brand gained the most loyalty in 2021?
Brand
Current Year Loyalty
Previous Year Loyalty
YoY Change
Aston Martin
57.6%
40.0%
17.6%
Genesis
49.1%
36.1%
13.0%
Mitsubishi
47.3%
36.8%
10.5%
Buick
56.9%
51.2%
5.7%
Ferrari
71.4%
66.7%
4.7%
Aston Martin improved their brand loyalty by 17.6% in 2021. This may in part be due to the recent launch of the first ever Aston Martin SUV. Genesis, who has received rave reviews for their latest line of vehicles saw their loyalty increase by double digits as well. Mitsubishi’s loyalty increased by over 10% too. Buick and Ferrari round out the top five.
Which brand lost the most loyalty in 2021?
Brand
Current Year Loyalty
Previous Year Loyalty
YoY Change
Lamborghini
37.8%
59.0%
-21.2%
Lincoln
55.2%
67.4%
-12.2%
Mercedes-Benz
57.0%
68.8%
-11.8%
Ford
62.1%
73.1%
-11.0%
Subaru
65.0%
73.2%
-8.2%
Lamborghini lost 21.2% on their loyalty ranking. This is likely due to the fact that the brand brought in a lot of new buyers with their SUV, and many of those buyers are not loyal to the brand (yet). Lincoln and Ford are both in the top 5 brands that lost the most loyalty in 2021. This isn’t too much of a surprise since both are struggling with quality control issues and production problems. Mercedes-Benz is a bit of a surprise entrant on this list, however it’s no wonder BMW is on pace to attain the number one selling luxury brand in 2021. Subaru’s brand loyalty dropped a bit more than 8%, another indication of what happens when automakers can’t produce enough vehicles.
As if the auto industry needed another issue … After nearly a year of dealing with a chip shortage, automakers are on the precipice of dealing with a potentially even more crippling shortage: magnesium. The magnesium shortage has recently been reported by the Financial Times and Bloomberg. What’s going on? How will it effect car production? And most importantly, what do you need to know? We’ve got your covered.
Let’s dive in.
How Magnesium is Used in Cars
Magnesium is used in a variety of products. In cars, magnesium can be found in gearboxes, front end and IP beams, steering columns, driver’s air bag housings, steering wheels, seat frames and fuel tank covers. Magnesium is useful in these applications because it is lighter than alternative materials (steel and aluminum).
The International Magnesium Association (yes, that exists) has a great webpage dedicated to the history and use cases of magnesium in cars, trucks, and SUVs. The long and short of it is that magnesium has been used in automobiles since the 1920’s, and a lot of it is used in nearly every vehicle.
Why a Magnesium Shortage Is Bad News
Automakers have been struggling to produce vehicles throughout all of 2021. An ongoing shortage of integrated circuits, also commonly referred to as “chips” has cost the auto industry more than 10 million vehicles so far in 2021 alone. More than 3,000 days of production time have been lost because of the chip shortage. Another shortage, especially a shortage of a material as important as magnesium, could be a worst case scenario for automakers that are already struggling.
Inventory levels are already down 67% year-over-year.
Bloomberg said it best, the situation “threatens to worsen a supply squeeze that already has pushed U.S. prices close to all-time highs.”
How Did We Get a Magnesium Shortage?
The Financial Times reported, “The world’s largest carmakers could face a potentially crippling shortage of aluminum, as China’s power crisis threatens supplies of a key component used to make the lightweight metal.” Magnesium is used in the production of aluminum alloys.
Most of the world’s magnesium supply comes from China. For context, the association representing Germany’s metals industry warned its government in a letter Tuesday that “the current magnesium inventories in Germany and respectively in the whole of Europe will be exhausted by the end of November 2021.” This is a direct result of the fact that China accounts for 95% of Europe’s magnesium supply.
What is the “power crisis” that The Financial Times is alluding to? It’s a perfect storm … Literally.
Flooding across key coal producing provinces in China, an increasing domestic and international demand for Chinese goods in the wake of pandemic easing, and extreme market distortions, including power rationing and price controls, have all contributed to the power crisis currently occurring in China.
We have yet to hear from any major automaker about the magnesium shortage, however as third quarter earnings kick into high gear we would not be surprised to hear more about how the magnesium shortage is effecting production. As we get more information about the magnesium shortage we will update this page.
Cars, trucks, and SUVs are very expensive right now. New or used, no matter where you look, prices are high. That being said, some brands have experienced larger price increases than others. Today we’ll take a look at the automakers who have seen the largest and smallest increases in new car and used car prices. Buckle up, it’s a pretty wild ride.
Used car prices are increasing too. We have the latest data.
For each table we’ll be looking at the increase in price year-over-year. For example, when you see “Chevrolet” and “39.1%” that means that the average price of Chevrolet’s inventory has increased 39.1% from this time last year to today. We told you to buckle up …
Let’s dive in.
Brands That Have Increased The Most – New Cars, Trucks, and SUVs
The new car market is in disarray. Every major automaker is struggling to produce enough vehicles to keep up with demand. Who is hurting the most? It appears to be Chevy.
There’s your top ten, ladies and gentlemen. And yes, that data is accurate. The average selling price of a new Chevrolet right now is 39.1% higher than it was this time last year. Jeep comes in at number two on the list with a 35.3% gain year-over-year, and Dodge rounds out the top three with a 33.3% increase in price.
In case it wasn’t clear, GM has struggled mightily in 2021. For the first time ever, GM lost their US sales crown to Toyota. It’s no wonder the price for a new GM product has gone up so much, however these numbers are seriously incredible.
Brands That Have Increased The Least – New Cars, Trucks, and SUVs
What about on the opposite end of the spectrum? Which automakers have seen their new vehicle prices increase the least?
Mini comes in at the number one spot, with their new car inventory prices being level with this time last year. Mercedes-Benz and Lexus round out the top three with their less than 1% increase year-over-year.
The biggest surprise on the list may be Subaru. Subaru has some of lowest days supply of inventory in the industry right now, however their new inventory prices have only gone up 6%.
Brands That Have Increased The Most – Used Cars, Trucks, and SUVs
For many, the thought of buying a new car has gone out the window because new vehicle prices are simply too expensive. That leads us to wonder what is going on with used vehicles? Which automaker has seen their used inventory appreciate the most? Volkswagen.
The average used Volkswagen has increased in price 34.4% year-over-year. Hyundai and Toyota round out the top three, with 31%+ increases as well. One brand we were surprised not to see on this list was Mitsubishi. The Mirage is the fastest appreciating used car on the market right now.
If you’re going to buy a used car, we strongly suggest you get a pre-purchase inspection and consider a free extended warranty quote from CarEdge. These prices are insane, and the best thing you can do is get some peace of mind when spending so much money.
Brands That Have Increased The Least – Used Cars, Trucks, and SUVs
Which brands have seen their used car prices increase the least? Jaguar!
Used Jaguar’s are only 5% more expensive today than they were this time last year. Mazda and INFINITI round out the top three. Seeing Mazda on this list (especially when Toyota and Hyundai are on the other) makes you think that buying a used Mazda right now might make more financial sense then splurging on a Toyota or a Hyundai.
The Complete List of Price Changes For All Brands
This section is best viewed on a laptop or desktop!
New car inventory levels have plummeted as a result of the ongoing chip shortage and supply chain issues. With car buyers looking at empty lots and more and more consumers turning to “online dealers” to find the car, truck, or SUV they’re looking for, we wondered “Do some states have more inventory than others?”
The answer is “Yes.” There are pockets of the country where inventory levels are higher than others. If you’re open to buy a car out of state, then you have options.
Let’s break down the data.
National New Car Inventory Levels
Cars with the most & least inventory by manufacturer.
Nationally, new car inventory levels are down 67% from September of 2021 as compared to September 2020. Cox Automotive estimates that new car inventories have fallen to their lowest levels since 1985. They estimate that 915,000 new vehicles are in inventory in the United States right now. Days supply, an industry metric used to measure how many days it would take to sell the current supply of inventory based on the prior month’s sales rate is 30 days.
For perspective, dealers had 1,432,300 vehicles in inventory in the wake of the 2009 Cash for Clunkers program — about 57 percent more than they have this month.
Which States Have the Most Inventory?
This is where things get interesting. Yes, every state is feeling the pain of “chipmageddon”, but the effects are not equal.
State
Sep 2021 vs Sep 2020% change
Oregon
▼57%
Washington
▼60%
Mississippi
▼60%
Connecticut
▼60%
New York
▼60%
Georgia
▼61%
South Dakota
▼61%
Hawaii
▼62%
Nevada
▼62%
New Jersey
▼63%
Massachusetts
▼63%
All States
▼67%
Oregon is the state that has seen the least impact from the chip shortage. With that being said, the state has still experienced a 57% reduction in new car inventory. Washington state, Mississippi, Connecticut, and New York have all experienced 60% declines in new car inventory. Georgia and South Dakota are at 61%. Hawaii, Nevada are at 62%, and New Jersey and Massachusetts have seen a 63% decline in new car inventory levels.
Which States Have the Least Inventory?
On the other end of the spectrum, many states are feeling the pain of the chip shortage much more. Let’s look at the data.
State
Sep 2021 vs Sep 2020% change
Indiana
▼74%
Delaware
▼73%
North Carolina
▼72%
Arkansas
▼72%
Kansas
▼72%
Ohio
▼72%
Texas
▼71%
Tennessee
▼71%
Missouri
▼71%
West Virginia
▼71%
All States
▼67%
Indiana takes first place for the state with the least new car inventory. Inventory levels in Indiana are off 74% year over year. Delaware is in second place with a 73% decline in new car inventory. North Carolina, Arkansas, Kansas, and Ohio have seen 72% decreases in inventory levels, while Texas, Tennessee, Missouri, and West Virginia have each experienced a 71% decline in new vehicles for sale.
If you need to buy a car right now you may want to look at states that have more inventory than others. For example, if you live in Indiana and you can find a Subaru you want in Oregon, it may be worth the hassle to buy it out of state and bring it back home.
This section is best viewed on a laptop or desktop!
We’ve got you covered! The team at foureyes put together this incredible data visualization. Scroll to the bottom and hover over a state to see the breakdown of inventory levels for a particular automaker.
We have compiled the most up-to-date information on manufacturer’s inventory levels. Click below to jump to a particular manufacturer. Please note that we are not able to get vehicle specific inventory data for many of the manufacturers. This is something we hope to be able to provide in the near future.
Days supply: Number of days needed to sell all vehicles in inventory, based on the previous month’s daily selling rate
Inventory: Unit count of vehicles on hand at dealerships, factory lots, ports of entry and in transit on a specific date
New Cars With The Most Inventory
Inventory Units
Days Supply on Oct. 1
Days Supply on Sept. 1
Change
Maverick
3,900
193
–
193
Continental
100
179
104
75
Transit Connect
1,500
98
68
30
EcoSport
6,500
90
44
46
Mustang Mach-E
5,000
79
45
34
Genesis car
4,100
68
58
10
RLX
–
67
275
-208
Fusion
100
60
42
18
E-series van
7,400
57
50
7
Mustang
6,000
55
56
-1
Ranger
10,100
49
44
5
Clarity
200
49
43
6
Edge
12,800
47
38
9
These are the vehicles with the highest current days supply of inventory. You can check the current inventory levels of a particular vehicle in your market by running a free market price report in your CarEdge account.
These are the vehicles with the lowest days supply of inventory right now. Don’t expect to get a “deal” on any of these vehicles, because the dealership knows they have very little inventory.
CarEdge Insights
China
Russia 
United States
Israel 
Kazakhstan 
Ukraine 
Brazil 
Turkey 
South Korea 
Iran
