US auto sector: Driving auto loyalty

Robert Passikoff

The feeling that a car marque is "the right brand for me" was, before the economic crisis, the biggest driver of brand loyalty among U.S.

Driving auto loyalty

Robert Passikoff

To build loyalty, an auto brand must create meaning that excites car owners. It's a complex balance of rational and emotional factors

It has been said that no other man-made device since the shields and lances of ancient knights can fulfil an ego like an automobile. Marshall McLuhan, in his seminal 1964 Understanding Media,noted that cars had become something like an article of dress. He suggested that, without a car, people felt “uncertain, unclad, and incomplete”, and were left looking for meaning. And for years, automobile brands capitalised upon that truth in building...

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