Polk finally gives an answer to a question that had given mankind sleepless nights, for als long as since the invention of the wheel: Why do customers stay loyal to their car brand? Really: Why in God’s name? Truth be told, Polk only asked why owners of luxury vehicles return to their dealer to buy again. Instead of, say, emigrating to North Korea. Or joining the witness protection program. The study produced shocking revelations.
The majority of the respondents sticks with the brand because they like it. A whopping 44 percent said they buy again due to undying brand affinity.
Other criteria take a back seat, says the study.
Quality/reliability? A minor matter, cited only by 33 percent.
Driving performance? Not really important. Only 24 percent come back because the old car performed.
Price? Finance? Value? Who needs it? Only 16 percent do.
Styling and design? As unimportant as money. Only 16 percent are swayed by beauty.
Apparently, this was a multiple choice study. Now before carmakers around the world punch the air and yell “I’ve said it all along! It’s the brand, stupid!” let’s investigate why people abandon their beloved brand when they abandon their beloved brand.
#1 reason: I got a better deal.
#2 reason: The other car looks better
#3 reason: I like the other brand better
#4 reason: Time for a change
#5 reason: Better performance, better design
Here is the final answer to the age-old question: Nothing matters as much as the brand, unless when something else matters. You want to write that down.