Tesla for years had more repeat U.S. customers than any other major automotive brand but its loyalty has plunged since CEO Elon Musk endorsed President Donald Trump last summer, according to data from research firm S&P Global Mobility shared exclusively with Reuters.
The data, which has not been previously reported, shows Tesla’s customer loyalty peaked in June 2024, when 73% of Tesla-owning households in the market for a new car bought another Tesla, according to an S&P analysis of vehicle-registration data in all 50 states.
That industry-leading brand loyalty rate started to nosedive in July, that data showed, when Musk endorsed Trump following an assassination attempt in Pennsylvania on the Republican nominee.
I have an ex who would penny-pinch the little things that would have made me happy, like using 2-ply toilet paper, claiming that it was too expensive. But then the MFer would buy a brand new car every year.
So yeah, you’re right. Some people truly do buy new cars every year. I can’t understand it, and I especially can’t understand it when the person buying the car claims to be “an environmentalist” (like my ex) without considering the massive environmental impact of building/buying/shipping new cars instead of using one you already own. Just another example of some people having more money than sense, I guess.
Yeah my brother always complains he’s broke, but buys a new car every year or two. It’s wild to me.
Also, if someone is using single-ply toilet paper and driving a new car, they gotta fix their priorities.