Study: AM/FM Radio Dominates In-Car Listening Among Stellantis Drivers.

Stellantis is focusing its U.S. automotive strategy on strengthening its Jeep and Ram brands, introducing more affordable vehicles and reaching both current owners and drivers of competing manufacturers.

According to a blog post from Pierre Bouvard, Chief Insights Officer, Cumulus Media | Westwood One Audio Active Group, data from J.D. Power and Edison Research indicates that Stellantis has a strong base of customer loyalty, while AM/FM radio remains a dominant platform for reaching the automaker’s customers and potential buyers.

According to J.D. Power, approximately 53% of Stellantis vehicle owners purchase another vehicle from the Stellantis brand portfolio when they return to the new car market. That retention rate ranks Stellantis fifth among U.S. automotive manufacturers, behind General Motors, Ford and Toyota.

Customer loyalty varies significantly among Stellantis’ individual brands and models, which include Jeep, Ram, Dodge, Chrysler, Fiat and Alfa Romeo. The Jeep Grand Cherokee has developed particularly strong loyalty among SUV buyers and received the S&P Global Mobility Automotive Loyalty Award for its ability to retain drivers across multiple purchase cycles. Meanwhile, loyalty for the Ram 1500 pickup remains below 40%, as some owners increasingly consider competing full-size trucks or three-row midsize SUVs.

Stellantis recently announced that it will direct much of its U.S. investment toward Jeep and Ram while expanding its lineup of vehicles priced below $40,000. The Wall Street Journal reported, “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.”

The company’s U.S. strategy includes the introduction of 11 all-new vehicles, with seven priced under $40,000 and two priced below $30,000. The push for more affordable vehicles comes as Stellantis dealers have faced challenges competing in lower-priced segments.

As Stellantis prepares for major product launches, reaching current owners and customers of rival brands will be a key priority. Edison Research’s “Share of Ear” study, which measures daily audio consumption among Americans, provides insight into the listening habits of Stellantis drivers and competitive vehicle owners.

Edison Research’s quarterly “Share of Ear” study is based on surveys of approximately 4,000 Americans annually and examines time spent with all forms of audio. The Q1 2026 report specifically analyzed audio behavior among vehicle owners by asking 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?”

The research found that Stellantis drivers rely heavily on AM/FM radio while in their vehicles. Stellantis owners devote 90% of their in-car ad-supported audio listening time to AM/FM radio, making it the leading platform for reaching them during commutes and daily errands.

Across all listening locations, including home, work, vehicles and other locations, AM/FM radio also leads among Stellantis drivers, accounting for 60% of ad-supported audio time spent. Podcasts rank second with a 22% share, while ad-supported Pandora accounts for 7%, ad-supported Spotify 6%, ad-supported SiriusXM 4% and ad-supported YouTube Music 2%.

AM/FM radio also provides an opportunity for Stellantis dealers to reach drivers of competing brands. According to Edison Research, AM/FM radio represents 83% of all in-car ad-supported audio listening among drivers overall, making it a significant platform for reaching consumers who may be considering a vehicle purchase.

Additional MRI-Simmons Winter 2026 auto purchase intention data shows that heavy AM/FM radio listeners are among the most likely media audiences to be in the market for vehicles. AM/FM listeners are 6% more likely than the U.S. average to be “very likely” to purchase a new vehicle within the next year and rank among the top media audiences measured.

The research also found that AM/FM radio listeners rank first in purchase intent for trucks, SUVs and hybrid or electric vehicles. For used or pre-owned vehicles, AM/FM listeners are 10% more likely than the average consumer to be in the market, ranking second behind heavy social media users. AM/FM listeners are also 15% more likely to purchase a new four-door sedan and 17% more likely to be interested in buying a minivan vs. the general population.