Tesla Buyer Loyalty Drops a Ton, But Still 3rd in USA
•February 10, 2026
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Companies Mentioned
Why It Matters
Reduced loyalty signals potential market‑share erosion for Tesla and highlights how political and policy factors can reshape the EV landscape.
Key Takeaways
- •Tesla loyalty fell to 55.9% in 2025.
- •Only 78% of Tesla EV replacers stay with brand.
- •Tesla now ranks third behind two competitors.
- •Political controversy erodes buyer confidence.
- •EV market growth slowed by policy rollbacks.
Pulse Analysis
Tesla's brand loyalty, once near‑perfect, has eroded sharply over the past five years. LexisNexis data shows the overall loyalty rate slipping to 55.9% in 2025, while owners who plan to replace an electric vehicle remain 78% likely to stay with the marque, down from 98% in 2020. This decline pushes Tesla to third place among U.S. automakers, trailing legacy players that have sharpened their EV offerings. The shift reflects a maturing market where consumers compare range, pricing, and service more rigorously than before.
Consumer sentiment has been further strained by high‑profile political entanglements. Elon Musk’s vocal support for former President Donald Trump and controversial statements have alienated a segment of the buyer base that values corporate neutrality on policy issues. Simultaneously, the expiration of federal EV tax credits in late 2023 removed a key financial incentive, causing gasoline‑vehicle loyalty to rebound from a historic low. These factors combine to slow the overall transition to electric drivetrains, as buyers weigh both fiscal benefits and brand reputation when planning their next purchase.
Looking ahead, Tesla must reinforce its value proposition to stem the churn. Enhancements in service infrastructure, competitive pricing, and clearer separation of corporate politics from product messaging could restore confidence among skeptical owners. Meanwhile, traditional automakers such as Ford and General Motors are accelerating their EV pipelines, narrowing the performance gap that once gave Tesla a monopoly on range and software. Investors should monitor loyalty metrics alongside policy developments, as any further erosion could translate into market share losses and pressure on Tesla’s valuation.
Tesla Buyer Loyalty Drops a Ton, But Still 3rd in USA
Tesla used to absolutely dominate brand loyalty surveys in the United States, and elsewhere. The vast majority of Tesla buyers said they’d buy a Tesla again or buy a Tesla as their next vehicle. However, recent research has shown that Tesla brand loyalty has dropped a lot in the past few years.
That said, even with the drop in loyalty, the US electric car company ranks 3rd among all automakers in this regard.
“After years taking number one or two positions, Tesla slipped to third place, with a 55.9% loyalty rate,” LexisNexis writes. “More Tesla owners are exploring rival EV options, with Tesla loyalty dropping from 98% in 2020 to 78% in 2025 among those replacing their EV with another EV.”
So, in other words, barely more than half (56%) of Tesla owners are interested in buying another Tesla the next time they buy a car. For those looking to buy another EV, the percentage rises to 78%. Flipped around, more than one out of every five Tesla owners who plan to buy another EV next plan to buy a non‑Tesla EV. That’s quite a hit for people who claim that Teslas are so much better than other EVs (or other cars in general) and that no matter what Elon Musk does, they just can’t justify buying a different EV.
Of course, we have seen numerous Tesla owners, even people who owned several Teslas, decided to never buy one again after Elon Musk’s extreme political activities — including abruptly destroying USAID and thus killing millions of people. Some want to brush this aside or claim this is not what happened, but it definitely appears to be what happened, and it goes beyond normal politics or policy preferences. Additionally, Elon Musk’s support for Donald Trump has led to massive cuts to cleantech policy support and ridiculous, outdated support for fossil fuels and polluting vehicles.
The research also highlights the shift toward EVs in the market overall, but then also the hit the market has taken from Donald Trump and Republicans’ policies opposing EVs and all cleantech adoption.
“Preference for gasoline vehicles has been falling. That trend was interrupted in October when federal EV tax credits expired. Gas loyalty snapped back from a historic low of 79.7% in September to 84.9% in November,” LexisNexis writes. “U.S. consumers are transitioning to EVs more slowly than expected, as the future looks unpredictable after policy changes, shifts in emissions standards and incentive rollbacks. EV brand loyalty dropped from 53.1% last year end to 51.3% in 2025.”
We’ll see what happens in 2026 as the effects of the federal subsidy cut wear off, but also as the changes to US fuel economy standards increase in importance.
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