Overview

• Tesla’s U.S. customer loyalty rate dropped from a June 2024 high of 73% to a March 2025 low of 49.9% before rebounding to 57.4% in May.
• The May rate places Tesla level with Toyota in repeat purchases but behind Ford and Chevrolet.
• Net household inflows have fallen from nearly five new Tesla customers per loss before mid-2024 to fewer than two per loss since February 2025, marking a record low.
• Tesla’s global deliveries have declined in line with sales, with U.S. volumes down 8% in the first five months of 2025 and European deliveries off 33% in the first half.
• An aging model lineup, including the underperforming Cybertruck, and rising competition from legacy automakers and new EV brands have intensified pressure on Tesla’s brand loyalty.