Tesla loyalty and market share soar, but dominance of EV segment could wane

Tesla Motors has not just thrived in the first 6 months of
2022 it has attained new concentrations of results dependent on two metrics –
history-high model loyalty costs and substantial brand loyalty among the
Design 3 homeowners. Tesla brand loyalty (the propensity of
return-to-market Tesla homes to purchase an additional Tesla) has
climbed to 67.5% in the 1st 50 % of 2022, extra than 12 share
details increased than its brand name loyalty in any preceding 12 months (its
future highest result was 55.2% in 2020). Driving these benefits is
the Product 3, with a very first half 2022 brand name loyalty level of 70.7% –
better than any other model on the U.S. current market. In two of the very first
6 months of 2022, Tesla’s model loyalty exceeded 70% (March –
73.1% and June – 72.8%). How does this assess to its luxury
rivals? Tesla’s June loyalty of 67.5% was pretty much 17 proportion
details in advance of luxury runner-up Mercedes-Benz at 50.7%.

Tesla’s current market share success in the initially half of 2022 are
equally potent. With 20.5% share of the luxurious marketplace, Tesla share
is a lot more than 6 share points previously mentioned that of runner-up BMW.
Tesla’s June 2022 new registration quantity of just more than 50,000 models
represents the very first time in (at minimum) the past 10 several years that a
luxury manufacturer has registered additional than 50,000 new cars in one
month. In truth, the 40,000 threshold for every month has only been
surpassed four periods in 10 several years – a few moments by Tesla and after by

Tesla’s higher loyalty and share results exhibit a complicated
situation for the rest of the sector. Not only are an
unparalleled range of households buying a Tesla, but a high
proportion of these proprietors are sufficiently happy with their
vehicles to receive another just one.

Even so, the U.S. luxury landscape is changing, and three
newcomers have demonstrated, in their early days, their ability to
conquest Tesla homeowners. As the three charts below suggest, the
variety a single brand name conquested by each of Lucid, Polestar, and Rivian
in the very first 6 months of 2022 is Tesla. Furthermore, 1-3rd of
Lucid’s conquests, and just one-quarter of Rivian’s, are coming from
Tesla owner families, in accordance to the S&P Global Mobility
Family Loyalty Methodology (the recently acquired motor vehicle may possibly be an
addition to the family fleet.) One key indicator to Lucid and
Rivian conquests: They are competing towards the older-sheet metallic
automobiles in the Tesla lineup – the Product X and S – at quality selling price
ranges wherever customers obtaining the newest stylish item is seen as
necessary. Conversely, Polestar is competing versus the newer
Product 3 and Y. If these trends keep on, these three EV luxurious
makes and other newcomers may well give a viable alternate to


This automotive perception is component of our month to month Top
10 Developments Marketplace Report.
The Report findings are
taken from new and utilised registration and loyalty details.

The August report is now readily available. To obtain the report, make sure you
click under.

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Posted 09 September 2022 by Tom Libby, Affiliate Director, Loyalty Solutions and Industry Analysis, S&P World wide Mobility&#13


This short article was posted by S&P World Mobility and not by S&P World Rankings, which is a separately managed division of S&P World.