Warc Blog

Car brand loyalty rises in US

7 June 2013
SOUTHFIELD: Porsche, Cadillac and Mazda saw the largest increases for new vehicle brand loyalty during the first quarter of 2013, new US analysis has revealed.

A study from Polk, the Michigan-based auto industry data specialists, found the average new vehicle brand loyalty rate rose more than 2% to 51.5% compared to the same period last year and that 13 brands saw increases larger than the industry average.

Brand loyalty increased 9.5% for Porsche, 8.3% for Cadillac and 7.8% for Mazda compared to an average industry increase of 2.6%.

Lonnie Miller, vice president of Polk's loyalty management practice, said: "In each case, strong-selling models fuel the loyalty to these brands. We saw a majority of the contribution for brand loyalty coming from Cayenne owners for Porsche, CTS owners for Cadillac and Mazda3 owners for Mazda."

"There's something to be said for paying positive attention to the majority of your customer base while treating buyers professionally and continuing to meet or exceed their vehicle needs," he added.

The analysis, which was based on actual new-vehicle registration data from all 50 US states plus Washington DC, also revealed that Ford continues to lead the industry with an overall brand loyalty rating of 61.8%.

Toyota came second in the league table at 58.5%, followed by Honda at 57% and Chevrolet at 56.2%, with Mercedes and Nissan rounding out the top six brands ranking.

The report also showed that loyalty rates among top ten brands with at least 1,000 former new vehicle buyers returning to the new car market in the first quarter ranged from 52.2% to 65.1%.

Data sourced from Polk; additional content by Warc staff

 
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