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Electrified Vehicle Ownership & Loyalty Availability of new BEV models means customers are exploring newer options and expanding segments.
BEV loyalty overall has declined in 2025 As of year-to-date, only 58.7% of BEV households remained loyal to BEVs when they returned to market, down from nearly 68% two years ago. Internal combustion engine (ICE) vehicles still lead in loyalty at approximately 84%, though they too are slowly eroding. Hybrid loyalty is improving but remains behind both ICE and BEVs.
Source: S&P Global
Tesla owners remain committed to BEVs but are increasingly open to switching brands. This marks a shift toward a more mature EV customer base that prioritizes features, utility, and value over Tesla brand loyalty or brand familiarity.
Extracted from the PDF; charts and images may read imperfectly.
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