Buying the same model twice is one of the clearest votes an owner can cast, and S&P Global Mobility measures it using new retail registrations. Its 2025 loyalty awards single out the nameplates that held onto their customers best in each segment. Here are eight of them, from a crossover to a flagship sedan and a pickup family.
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1. Chevrolet Equinox: Loyalty Leader Overall
The redesigned Chevrolet Equinox took the top spot in S&P Global Mobility’s Overall Loyalty to Model category and also won the Mainstream Utility segment, as detailed in the S&P loyalty awards release. The ranking draws on 13.6 million new retail registrations between October 2024 and September 2025. S&P’s own write-up adds that the Equinox gained four percentage points of model loyalty year over year.
A compact crossover sits in the most contested part of the American market, so keeping buyers there is harder than it looks. For shoppers, the result suggests that households replacing an Equinox tend to stay with the nameplate, which is a useful signal about day-to-day satisfaction with the redesign.
2. Mercedes-Benz S-Class: Flagship Staying Power
Among luxury sedans, the Mercedes-Benz S-Class tied for the Luxury Car model loyalty award, according to the S&P award table. The S-Class is the brand’s flagship full-size sedan, the car where Mercedes typically debuts its newest comfort and driver-assistance technology. Sharing the title rather than winning it outright means another model matched its retention performance in the same segment.
Owners at this price level have plenty of alternatives, so a repeat purchase says something about how well the car serves long-term ownership. Buyers cross-shopping flagship sedans can read the tie as evidence that the S-Class keeps customers returning even as rivals court them with newer designs and electric options.
3. Lexus ES: Quiet Repeat Winner
The Lexus ES shared the Luxury Car loyalty award, and the S&P loyalty announcement lists it as a repeat winner from 2024. That makes two consecutive years at the top of its segment, which points to consistency rather than a one-off bump. The ES is the front-wheel-drive midsize luxury sedan from Toyota’s premium arm, positioned below the larger LS flagship in the brand’s lineup.
For prospective buyers, the pattern matters more than the single award: owners who bought one, then came back for another, two years running. Shoppers who value a calm, predictable ownership experience over sporty handling will find the ES’s record a reasonable argument for putting it on a shortlist.
4. Porsche 911: Sports Car Devotion
The Porsche 911 won the Sports Car model loyalty award again, repeating its 2024 win, as summarized in this CarPro winners list. The 911 has been built around a rear-engine layout for generations, and Porsche has long treated its silhouette as something to refine rather than replace. That continuity is one plausible reason owners return to the badge when it is time for a new car.
Sports cars are emotional purchases, which usually makes repeat buying easier to win but harder to sustain across generations. A two-year streak suggests the 911 keeps its owners satisfied through model updates. Shoppers should still note that award recognition says nothing about running costs, which remain high for the model.
5. Honda Odyssey: Minivan Faithful
The Honda Odyssey repeated as the Van segment’s model loyalty winner, according to the CarPro loyalty roundup. Minivans serve a specific audience, namely families that need sliding rear doors, three rows of seating and easy cargo space, and the Odyssey is one of the few nameplates still competing for that group. Winning again means the result was not a fluke of a single survey year.
A van buyer’s needs change slowly, so owners who found a layout that worked often look for the same thing next time. For families weighing a minivan against a three-row crossover, the Odyssey’s repeat showing is a modest but real indicator that people who live with it tend to buy another.
6. Ford F-Series: Truck Country Double
Ford’s F-Series won both the Light-Duty and Heavy-Duty Pickup loyalty awards, repeating in each, per the CarPro award coverage. Taking two pickup categories in a single year is the reason this entry counts once but carries extra weight on the list. The F-Series family spans everyday half-ton trucks and the larger Super Duty models used for towing and commercial work.
Truck buyers often stay inside one brand because accessories, trailers and dealer relationships tend to follow them from one purchase to the next. The double win shows that habit holding at both ends of the pickup market. Fleet and work-truck shoppers can treat it as a sign of strong retention, not a guarantee of fit for every job.
7. Mini Cooper: Small Car Comeback
The Mini Cooper won the Mainstream Car model loyalty award, and The Shop’s coverage notes that Mini also took the Most Improved Make Loyalty award. The Cooper is the brand’s compact hatchback, the shape most people picture when they think of Mini. A model win paired with a brand-level improvement suggests the gains were not limited to a single nameplate.
Small premium-flavored hatchbacks are a niche, and niche cars live or die by owners who keep returning. For buyers, the combination is encouraging if they want something compact with a distinct personality. The result does not say how large the loyal group is, so it works better as a satisfaction hint than as a sales indicator.
8. Lincoln Corsair: Luxury Crossover Loyalty
The Lincoln Corsair repeated as the Luxury Utility model loyalty winner, according to The Shop’s segment table. The Corsair is Lincoln’s compact luxury crossover, a segment crowded with German and Japanese rivals that have long histories with shoppers. Holding a loyalty title there in consecutive years is a notable result for an American luxury brand competing against well-established names.
Luxury crossovers are among the most heavily marketed vehicles on sale, so winning repeat customers rather than conquest buyers says a good deal about ownership experience. Shoppers comparing compact luxury utilities may find it worth asking Corsair owners about service and dealer treatment, the areas that often drive repurchase decisions.
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