Despite numerous empirical studies on the relationship between customer satisfaction and customer loyalty, there is no consensus in the scientific community regarding the strength of the influence of customer satisfaction on customer loyalty and the functional form of the relationship between the two constructs. This information is crucial for practice in order to efficiently plan investments in customer satisfaction with the goal of increasing customer loyalty. A large-scale empirical study examined the relationship between customer satisfaction and customer loyalty across different segments and brands in the automotive industry. The results show that the automotive industry is characterized by either a strong and consistent or a weak and inconsistent relationship, depending on the segment or brand.