Commentary

Brand Loyalty Among Auto Consumers Falls To Six-Year Low

It’s likely an unhappy day in automotive C-suites upon the news that brand loyalty among U.S. auto shoppers dropped to a six-year low in June, according to an analysis from IHS Markit.

Analysis of new vehicle registration data through June indicates that the overall brand loyalty rate of 51% in …

1 comment about "Brand Loyalty Among Auto Consumers Falls To Six-Year Low".
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  1. Ed Papazian from Media Dynamics Inc, August 31, 2021 at 9:14 a.m.

    Interesting that brand loyalty is still as high as it is, Tanya. I recall in the past---forty years ago and a tad earlier,  we were told that about 55-60% of the average make's buyers  repeat with the same make on their next purchase---this being represented as the average for Detroit manufacturers at the time. If this has sunk to 51% that's a surprisingly small decline---but should be adddressed as you point out.

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