Will Volkswagen TDI owners who opt for a buyback be soured on the brand, or can they be lured into a new model?
It’s a big question for dealers, who could stand to benefit from the dealership traffic they’ll see when Volkswagen’s buyback program gets up and running later this year. (Read More…)
Welcome to Marketing 101. Today: Brand loyalty.
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. (Read More…)
When the Toyota recall debacle kicked off, there were two types of reactions from their competitors. There were the ones who went after Toyota customers like a Catholic priest after a choir boy. And then, there was the “we are taking the high road” brood. Franco-Japanese Nissan were a part of the “we are way above this” bunch. They confirmed that they wouldn’t be introducing programs to woo Toyota customers. Who would want a Nipponese cannibalisation in the far abroad?
Somebody must have missed the memo. (Read More…)