Most cant sell it because the bottom dropped out of the market and they'd take a bath. The better question is how many are not upgrading to the latest model when theirs ages and instead are shifting elsewhere.
Brand loyalty continued rising in the first half of 2025 — with a very notable exception. The LexisNexis Risk Solutions Automotive Brand Loyalty Mid-Year 2
www.autoremarketing.com
Tesla, which for the past two years has ruled the industry when it comes to loyalty, has fallen from its throne. The electric vehicle manufacturer, which led all brands with a 60.9% loyalty rate in 2024 and 60.7% in 2023,
plummeted to seventh in the rankings for first six months of this year at 54.2%, less than a percentage point above the industry average of 53.3%.
The study found a significant part of that decrease has come from Tesla owners replacing their Tesla with another EV. LexisNexis said that group has historically remained loyal to Tesla 88% of the time — last year the rate was 86%. But so far in 2025, that percentage has dropped to 75%, with 25% choosing EVs from other brands.
Toyota led all automakers with a 65.4% loyalty rate, led by what LexisNexis called “the fierce brand loyalty of its RAV4 drivers.” The popular SUV topped all models at 69.4%, the study showed.