Brand loyalty is a priority for any car manufacturer. It ensures that they have a healthy core of buyers who will remain loyal when the time comes to change their car for a new one. Luring customers away from a rival, or “conquest” sales, as it is commonly known in the industry, is also one of their key objectives.
Therefore, when a report like the 2012 New Luxury Vehicle Loyalty Study comes out, you can bet automakers pay attention. Conducted by Polk and AutoTrader, the study examines the reasons why luxury car buyers stay loyal or “defect” to another brand.
“Understanding behaviors and attitudes is critical in helping automotive marketers to more effectively reach and influence luxury shoppers during their decision making process”, said vice president of automotive insights at AutoTrader, Rick Wainschel.
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