Brand loyalty is a central element in the consumer culture that we’re all slaves to. There is a specific Korean company that makes most of the electronics I own, an American distiller that I trust with my alcohol, and I have never purchased any toilet paper other than the one that has the dog for a mascot. When I buy another motorcycle, I already know what it’s going to be — and I can say the same thing about jeans, waffles, or boots.
As automotive enthusiasts, most of us are informed enough to have our preferences without succumbing to a blind faith in any singular model or brand. That said, the rest of the population isn’t made up of car devotees. Some people will happily return to a familiar dealership, buy a familiar truck, drive their new purchase home, and immediately apply a decal of Calvin urinating on the emblem of a rival brand.
Fortunately, it’s not always about automotive zealotry. Often, people return to a particular model or manufacturer because it treated them right. As it turns out, they’ve been awarding trophies based on this phenomenon for two decades. Last night, business and marketing research provider IHS Markit presented the 21st annual Automotive Loyalty Awards in Detroit.
So, where do the strongest automotive loyalties lie?