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To build an auto brand and dealership, one must target current brand owners as well as those who drive the competition. According to JD Power, the Stellantis brand has strong customer loyalty.

Approximately 53% of Stellantis vehicle owners purchase another vehicle from the Stellantis brand portfolio when returning to the new-car market. This places Stellantis as the manufacturer with the fifth-highest customer retention in the U.S. automotive industry, trailing just behind General Motors, Ford, and Toyota.

Because Stellantis houses multiple distinct nameplates (Jeep, Ram, Dodge, Chrysler, Fiat, Alfa Romeo), consumer loyalty fluctuates significantly depending on the specific vehicle segment:

• Jeep Grand Cherokee: This model boasts high customer loyalty, even capturing the S&P Global Mobility Automotive Loyalty Award for its ability to retain SUV drivers over multiple purchase cycles.
• Ram 1500: Model-specific loyalty for this truck rests below 40% as owners increasingly cross-shop full-size pickups or migrate to three-row midsize SUVs.

Stellantis’ strategic plan for the U.S. market will focus investments on Jeep and Ram while introducing more cars priced under $40,000

In a major recent announcement, Stellantis said it will focus most of its investments for the U.S. market into its Jeep and Ram divisions while introducing more cars under $40,000.

The Wall Street Journal reports, “Jeep and Ram are said to be two of Stellantis’s “four key brands,” with the other two being its mainstream European makes, Peugeot and Fiat. Under Chief Executive Antonio Filosa’s $70 billion revival plan, the four brands will receive 70% of the company’s product investments.

Those include plans for more-affordable new cars, a problem that has plagued Stellantis’s U.S. dealers in particular. In North America, Stellantis plans to grab a bigger share of the market with 11 all-new vehicles, including seven “under the $40,000 range” and two “under $30,000.”

Given major brand launches, it’s crucial for Stellantis Tier 1 and Tier 2 and dealer media plans to reach current Stellantis owners. Just released data from Edison’s “Share of Ear,” the gold standard audio time use study, reveals the most listened to audio platforms among Stellantis drivers and competitive brands.

Edison Research’s quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America

Over the last eleven years, Edison Research has surveyed 4,000 Americans annually to measure daily reach and time spent for all forms of audio. These findings are from the just released Q1 2026 report.

“Share of Ear” captures audio use among auto brands’ drivers. Edison asks respondents, “What is the model year and brand of your primary car or truck – that is, the one vehicle you spend the most time driving or riding as a passenger?”

In the car, Stellantis drivers listen most to AM/FM radio with an astounding 90% audience share

Stellantis drivers devote an astonishing 90% of all their in-car ad-supported audio time spent to AM/FM radio.

AM/FM radio is the exclusive way to reach Stellantis drivers during their commute and while they’re running errands. U.S. government studies report most commutes are a solo affair. In-car, Stellantis drivers cannot be reached by social media, online video, or any digital platform.

What are the audio habits of Stellantis drivers in all locations (home, work, vehicle, and some other place)?

In all locations, Stellantis drivers listen most to AM/FM radio with a massive 60% ad-supported share

Edison examined audience shares among Stellantis drivers to ad-supported audio platforms at home, in the car, at work, and some other place. In all locations, Stellantis drivers devote 60% of all their ad-supported audio time spent to AM/FM radio.

Following AM/FM radio, podcasts have a 22% share among Stellantis drivers across all listening locations. Among Stellantis drivers, music streaming platforms have modest shares: ad-supported Pandora (7%), ad-supported Spotify (6%), and ad-supported YouTube Music (2%). Among Stellantis drivers, ad-supported SiriusXM has a 4% share.  

How can Stellantis dealers reach drivers of competitive brands? Via AM/FM radio’s 83% share of in-car ad-supported audio!

While half of U.S. new vehicle purchases come from former owners, the other half come from competitor owners. With an 83% share of total in-car ad-supported audio, AM/FM radio is the perfect way to reach and conquest Stellantis auto brand competitive drivers.

Among all drivers, AM/FM radio has an eye-popping 83% share of in-car ad-supported audio. When it comes to reaching other brand owners, all roads lead to AM/FM radio!

Here are the in-car ad-supported shares by auto brand drivers:

To conquest drivers of competitive brands, AM/FM radio is ideal with its dominant 64% share of ad-supported audio in all locations

MRI-Simmons: AM/FM radio leads most media in auto purchase intention across a wide array of vehicle types

According to the MRI-Simmons Winter 2026 auto purchase intention data, heavy AM/FM radio listeners lead most other media in being “very likely” to be in the market for a variety of vehicle types over the next year.

• AM/FM radio listeners are 6% more likely than the U.S. average to be “very likely” to make a new auto purchase in the next year. AM/FM radio is tied for second among six media.
• AM/FM radio is the number one media in purchase intention for trucks, SUVs, and hybrids/EVs. In all cases, AM/FM radio listeners are much more likely to be in market compared to the general population.
• When it comes to a used/pre-owned purchase, AM/FM ranks second in behind social media. AM/FM radio listeners are 10% more likely than the average to be in market for a used/pre-owned vehicle.
• AM/FM radio listeners are 15% more likely to purchase a new four-door sedan in the next year. AM/FM radio ranks second in purchase intent right behind the heavy social media audience.
• AM/FM radio listeners are 17% more likely to be in the market for mini-vans versus the general population.

Key findings:

• Stellantis’s brand loyalty rate of around 53% means 5 of 10 Stellantis customers returning to the market purchase the Stellantis brand again. It’s crucial for Stellantis Tier 1 and Tier 2 and dealer media plans to reach current Stellantis owners as well as potential buyers for its new brands.
• Reach future Stellantis buyers on the medium Stellantis drivers listen to most: AM/FM radio. Stellantis drivers spend an astonishing 90% of all in-car ad-supported audio time spent with AM/FM radio.
• In all locations, Stellantis drivers devote 60% of all their ad-supported audio time spent to AM/FM radio.

• Stellantis can conquest drivers from competitive brands with AM/FM radio, which has an 83% share of all in-car ad-supported audio.
• MRI-Simmons: AM/FM radio leads most media in auto purchase intention across a wide array of vehicle types.

Download the slides:

Pierre Bouvard is Chief Insights Officer of the Cumulus Media | Westwood One Audio Active Group^®.

Contact the Insights team at CorpMarketing@westwoodone.com.