2023 Author: Eric Donovan | [email protected]. Last modified: 2023-05-21 15:44
Depending on how long a car is kept, owners change brands more frequently. After ten years at the latest, two thirds of the brand are tired.
Weariness instead of getting used to: Those who keep their old car for a particularly long time usually change brands when buying a new car. After a ten-year holding period, loyalty to the manufacturer is only 35 percent - 65 percent migrate to the competition. Drivers of eight-year-old cars are still 47 percent loyal to their brand, and after three to four years of ownership it is as much as 69 percent.
Price influences purchase decision
According to a study by the market research company Dataforce Volkswagen, the main beneficiary of the exodus of end-of-life car drivers is Volkswagen. Around 16 percent of new car buyers choose a model from Wolfsburg. It is followed by Skoda with 11 percent and Dacia with 9.3 percent. Then come Hyundai and Kia. In contrast, the volume brands Opel (3.3 percent) and Ford (2.8 percent) have little potential for conquest.
The possible reasons for the reorientation of end-of-life vehicle drivers are diverse. On the one hand, the ten-year-old car's increasing susceptibility to repairs is likely to damage the brand in the owner's mind. Problems common to age would then be wrongly assigned to the manufacturer's quality level. In addition, a long holding period suggests increased frugality; When buying a new car, the cheapest price rather than the brand plays a role in the purchase decision. Above all, Skoda, Dacia and the Koreans benefit from this.
