Little Brand Loyalty When Buying A Car

2023 Author: Eric Donovan | [email protected]. Last modified: 2023-08-25 09:36

Germany’s motorists change brands more often. According to a study, only 57 percent would choose a model from the same manufacturer again.

The British are the most loyal car buyers in Europe. After all, 64 percent would choose a vehicle from the same manufacturer again. According to a study, brand loyalty is significantly lower in Germany - only 57 percent of potential car buyers would choose a vehicle of their current brand again. The French show even less loyalty. Only 47 percent would buy a model from the same manufacturer again, determined the consulting firm Capgemini.

Dealers can therefore count on the loyalty of their customers even less often. Only 38 percent of potential car buyers in Germany are ready to buy their next vehicle from their old dealer. The values in France are 35 percent and 38 percent in the UK.

Personal contact promotes customer loyalty

Dealers and manufacturers can increase the likelihood of buying a new vehicle again through intensive customer contact: More than 60 percent of those surveyed reported a greater willingness to buy a vehicle of the same brand or a car from the same dealer if they received offers for a new vehicle in good time via Received email or post. 60 percent also find a personal callback after a complaint process positive. The advertising prospectus sent by post, however, has less of an impact on brand or dealer loyalty.

When it comes to contact with automakers and dealers, customers also value speed. In Germany, 82 percent of those surveyed expect an answer to an e-mail request within 24 hours. If car manufacturers and dealers take longer than expected to answer, this has consequences: According to the study, 55 percent of potential customers are considering switching to another dealer or manufacturer.