As the COVID-19 pandemic threw so much about our daily lives into chaos, Americans with a big financial decision to make leaned on the familiar. New car buyers were more likely to buy a car of the same brand they were trading in than ever before.
That’s the conclusion the analysts at J.D. Power reached in their 2020 U.S. Automotive Brand Loyalty Study. “The coronavirus pandemic caused new vehicle buyers to rely heavily on existing relationships with dealers and on trust in a familiar vehicle brand,” study authors wrote.
Dealer Relationships Mattered
The study measures the percentage of buyers choosing to purchase a new vehicle of the same brand as their trade-in. It is based on data from June 2020 through May 2021.
“During the height of the lockdown, shoppers who were unable – or unwilling – to visit showrooms in-person weren’t shopping around as much but could still call a dealer and have a vehicle delivered to their homes,” said Tyson Jominy, vice president of data and analytics at J.D. Power. “The bottom line is finding a vehicle required working closely with a dealer and, when presented with obstacles, shoppers turned to the dealer they already knew. As a result, the level of increased loyalty this year is remarkable.”
Subaru, Lexus Earning Strong Reputations
That worked out well for Subaru and Lexus. Subaru led among mass-market brands for the third consecutive year. Lexus was tops among luxury brands. It also won for the third year in a row.
Both were also named the Most Trusted Brands in each category in Kelley Blue Book’s Brand Image Awards.
Acura and Mazda were singled out for special recognition. In a year when few shoppers were willing to consider something new, each won more new buyers than any other brand in their categories.
The Winners
The top five mass-market brands for customer loyalty ranked as follows:
The top five premium brands for customer loyalty ranked as follows:
"car" - Google News
July 19, 2021 at 10:05PM
https://ift.tt/3hRoo6h
Study: Coronavirus Made Car Shoppers More Brand Loyal - Kelley Blue Book
"car" - Google News
https://ift.tt/2SUDZWE
https://ift.tt/3aT1Mvb
Bagikan Berita Ini
0 Response to "Study: Coronavirus Made Car Shoppers More Brand Loyal - Kelley Blue Book"
Post a Comment