Core Insights - The industry's brand loyalty rate declined to 51.1% in the first half of 2025, down 1.4 percentage points from the same period in 2024, indicating ongoing volatility in loyalty trends post-pandemic [2][3]. Brand Loyalty Trends - More than half of all brands tracked experienced year-over-year loyalty declines of one percentage point or more, affecting both mainstream and luxury brands [3]. - The shift in loyalty rates reflects a balance between returning market volume and strong competition among brands, with households more open to cross-shopping compared to pre-pandemic levels [4]. Conquest Activity - Conquest volume increased by 7.6% among mainstream brands and 6.2% among luxury brands in the first half of 2025 compared to the same period in 2024, indicating brands that executed competitive strategies were able to capture households more effectively [4][5]. Market Dynamics - The number of households returning to the market rose by 4.2% year-over-year in the first half of 2025, marking the third consecutive year of improvement, which created more opportunities for defections as brands competed for returning customers [5]. Manufacturer Performance - General Motors led multi-brand manufacturers with a loyalty rate of 68.1%, while Ford topped all brands at 58.9%. Mini showed the highest loyalty growth, improving its rate by 4.6 percentage points year-over-year, and the Chevrolet Equinox ranked as the model loyalty leader at 42.7% [9].