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BMW drivers show the highest level of brand loyalty
A study by mobile.de shows clear differences in brand loyalty among drivers. BMW drivers in particular remain loyal to their brand, while other brands are more affected by their willingness to change.
BMW drivers show the highest level of brand loyalty
According to a current study by mobile.de, the brand image together with the purchase price determines the loyalty of drivers. The analysis shows: 47.1 percent of BMW drivers would choose a model from the same brand the next time they buy a car. At Mercedes-Benz and Audi, loyalty to the brand is also high.
On the other hand, customer loyalty is less stable at Suzuki and Smart, whose drivers are more inclined to change brands. In addition to loyalty to premium manufacturers, other factors play a role: Polestar, Volvo and Toyota are particularly high in the criteria of sustainability and reliability. Porsche received good ratings for its service in the study.
"Brand loyalty is not a product of chance, but rather an interplay of image, value and reliability. The survey results reflect how differently purchasing decisions are shaped - between brand loyalty, the search for certain characteristics and the willingness to try out new providers," explains Ajay Bhatia, CEO of mobile.de.