February 22, 2020

Study finds car brand loyalty still alive in 2017

Study finds car brand loyalty still alive in 2017

Auto Trader study shows most people will be repeat buyers…

It might come as a surprise somewhat however a UK study has found car buyer loyalty is still alive.

Auto Trader asked 1,000 UK consumers about their next car purchase and an overwhelming majority of used (81%) and new (76%) car buyers said they would choose the same brand of vehicle again.

Interestingly, used car owners were found to be nearly 20% less likely to switch to a new brand with their next purchase than new car owners.

Why are they loyal?

Trust (71%) came out as the number one reason for the brand loyalty, ahead of brand image and price, both recording 63%.

A positive aftersales experience (47%) ranked the lowest driving factor.

But Chris Ward from Auto Trader tells us that there are opportunities there for other brands to win new customers.

60% of all car buyers are open to considering a new brand,”

For car buyers that want to choose a different make, a desire for change ranked the highest motivation at 74%, closely followed by price at 68%.

The study found that the car brands consumers are most loyal to were Ford, Honda, Nissan, Toyota, Kia, and Hyundai, while among the premium brands it was Audi, BMW, Mercedes-Benz, and Volkswagen.

While 41% of car buyers reported that they are likely to stick to the same as they previously purchased.

Looking to buy a car? Check out the latest listings at Motor Classifieds.

About Joel Helmes 3099 Articles
Joel is the founder and CEO of Behind the Wheel. Joel has a background as a radio broadcaster with on-air roles at 4BC, 4KQ, 2KY, 2LT and 2UE amongst others, as well as a news editor and program director. Joel’s relationship with cars stems back to his early childhood learning to change oil and brakes with his father and uncle. This continued on into his driving years owning an assorted collection of cars.

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