S&P Global Survey of Brand Loyalty shows that Ford owners are very loyal

[Jim Lewis]

Interesting report - someone will have to explain to me what Tesla's position on the chart means. Perhaps it means Tesla owners love their vehicles, too, but buy lots of other brands as well.

Ford Owners Remain Least Likely To Be 'One And Done' Buyers (fordauthority.com)

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[khatch]

I didn't really understand the definition of nomad and how it fit with Tesla's spot on the chart.

So I searched for the information directly on S&P's website. It is a misinterpretation in the ford article. Nomad simply means people who show no identifiable loyalty pattern. Now if I look at the chart, it simply means that Tesla has captured a lot of these "nomads", which makes sense. Telsa's customers aren't loyal to a previous brand, thus they tried Telsa, a fairly new brand. And few of them are leaving Telsa for another brand (low one and done), which is very impressive. Ford has the lowest nomad score which means ford's customers are the most brand loyal types of buyers, which lends itself to the low "one and done" score as well.

I will say this, having the most loyal customers vs. Telsa's non brand loyal customers, Ford has an advantage in the one and done category yet Tesla is beating Ford handily there. I think this says a lot about Teslas. Over time, I would expect the nomad score to go down for Tesla, but if they maintain the low "one and done" score, I would say they are winning.