Toyota Surges, Tesla Slips as Brand Loyalty Rebounds

Article Summary

New vehicle brand loyalty has climbed to 53.3% in the first half of 2025, nearing pre-pandemic levels, according to LexisNexis Risk Solutions. Toyota leads all OEMs with a 65.4% loyalty rate, driven by the RAV4’s standout performance—69.4% of its owners chose Toyota again. In contrast, Tesla’s loyalty has dropped significantly: once at 88% for EV buyers, it now sits at 75%, placing the brand behind six other automakers. Analysts cite affordability challenges, rising tariffs, and increased EV competition as key factors influencing consumer decisions. With the average new vehicle price now at $48,907, loyalty is increasingly shaped by economic pressures and shifting brand perceptions.

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Local Business Types for Broadcasters to Consider Contacting

Auto Dealerships Specializing in Trade-Ins
With loyalty rates rising, these businesses are well-positioned to capitalize on repeat buyers. Broadcast campaigns can highlight trade-in incentives and brand-specific promotions.
EV Charging Station Installers
As Tesla’s dominance wanes and EV options diversify, local installers can benefit from increased demand. Broadcasters can amplify their visibility through educational and incentive-driven messaging.
Automotive Financing Services
Rising vehicle prices make financing a critical decision point. These businesses can leverage broadcast platforms to promote flexible options and loyalty-based rewards.

Three Creative Campaign Ideas for Broadcasters to Consider

Radio Station Commercial Idea: “Drive Again with Confidence” – A recurring segment featuring dealership trade-in deals, loyalty perks, and customer testimonials to reinforce brand trust and repeat purchases.
TV Station Commercial Idea: “Brand Loyalty in Motion” – A visual narrative comparing local drivers’ brand choices and experiences, spotlighting Toyota’s success and emerging EV alternatives.
Digital Advertising Campaign Idea: “My Ride, My Brand” – A user-generated content campaign inviting locals to share stories of brand loyalty, with featured videos, polls, and dealership tie-ins to boost engagement.