How General Motors is Earning Customers for Life

Today, we received an important recognition that underscores General Motors ’ commitment to earning customers for life. 

S&P Global Mobility, which specializes in automotive data analysis, has named GM as the winner of the Overall Loyalty to Manufacturer* award for the eighth consecutive year. Year in and year out, if you bought a GM vehicle, you’re far more likely to stay in our family of brands than if you went to a competitor.

I’m proud that Chevrolet , GMC and Cadillac all posted large year-over-year gains in loyalty, and five Chevrolets – the Equinox, Tahoe, Silverado, Bolt EV and Corvette – led their respective segments. It’s not a coincidence that four of the five led their segments in the 2022 J.D. Power Initial Quality Study, too. 

We also confirmed just how much momentum we have with fleet customers across the board. In 2022, GM gained the most market share, and was the fastest growing of any high-volume manufacturer in total fleet sales in the U.S. That’s according to our analysis of vehicle registration data provided by S&P Global Mobility**.

Our goals for this year include strengthening our relationships with all these customers – and earning thousands of new ones. We’ll do it by offering a broad portfolio of distinctive and stylish vehicles.

We’re rapidly expanding our EV lineup to include nine different all-electric models this year, redesigning our mid-size and heavy-duty Chevrolet and GMC pickups, and bringing to market exciting – yet affordable – vehicles.

I’ve read and seen on TV that middle-class Americans are being priced out of the new vehicle market. But that’s not true at GM. Choice is important to our customers, and between Chevrolet, GMC and Buick, we currently offer nine different nameplates that start below $30,000 MSRP, including the Bolt EV and Bolt EUV.

One of the most exciting is the new 2024 Chevrolet Trax, which is the best entry-level Chevrolet we’ve ever done. When Trax arrives in dealer showrooms this spring, three models will have a starting MSRP between $21,495 and $23,395, and all of them will begin below $25,000. We fully expect it to be one of Chevrolet’s top three bestsellers in 2024. We have affordable EV choices too, with the Chevrolet Bolt EV and Bolt EUV on track for a record year and with the Equinox EV launching later this year.

What I’ve outlined here – industry-leading loyalty, industry-leading quality and a broad portfolio of gas and electric vehicles at multiple price points – has created a unique competitive advantage for GM. I’m grateful for the hard work of the team that has brought us so far and I look forward to sharing more news throughout the year as we continue to execute our plans.

* Based on S&P Global Mobility U.S. owner loyalty analysis, GM had the greatest percentage of owners who returned to market and purchased or leased another GM vehicle in the 2022 calendar year.

** Based on S&P Global Mobility new vehicle registrations, 2021 DEC CYTD to 2022 DEC CYTD with R12 new registration volume greater than 500k.