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Some really interesting loyalty data in this report which spans about 10 years. They track both brand and segments.

https://static.ed.edmunds-media.com/unversioned/img/industry-center/analysis/2018-edmunds-loyalty-report.pdf

Some key reveals include the fact that SUVs have a 75% loyalty rate which surpassed Trucks for the first time last year (74%). Car loyalty is at an all-time low with only 56% of people returning to buy another car and it's dropping several percentage points a year. It was at 70% back in 2008 but only SUVs and Trucks have hit as high as 75%.

Loyalty to Ford brand is mid-pack (48%) which is well below Chevrolet (54%), but both brands have increased 4% since 2007. Some have increased significantly like Toyota, Subaru and Honda which are over 60%, while others have shrunken quite a bit like Dodge, Chrysler, and even Buick which are in the 10s and 20s.

Loyalty among luxury brands keeps shrinking, now down to 37% on average with Lexus leading the way at 51% and Audi surging to 49%. As expected Lincoln loyalty is well below average at 28% with a 1% increase over 10 years. The other automakers joining it toward the bottom mostly lost signficant loyalty in the same period with Lincoln having one of the lowest loyalties in 2007 and 2017. Caddy shrank from 43% to 31% since 2007, the biggest drop and formerly one of the most loyal brands in 07.

According to the report, subcompact luxury cars and utilities with lower entry points has been key to pulling customers from other brands.
 

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^interesting :thumb:
was gonna say the changes are surprisingly symetrical +VS– BUT they have to be :nerd: ...
I think?
as customer-sheep boost one Brand, they abandon an other...


LuxLoyalties ... DecadeDeltas: 2007-to-2017
+13% Audi
+11% LandRover
+10% BMW
+ 4% Infiniti
+ 3% Lexus
+ 1% Lincoln
– 1% Acura
– 3% Porsche
– 6% Jaguar
– 7% Volvo
–10% MB
–12% Cadillac

 

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I love statistics.


It would be nice to see which brands are bringing in more first time luxury buyers vs conquest sales.
It would also be nice to see if the vehicle they are trading is is the last one they purchased, or if they have another vehicle at home from the same brand. (Husband has a 2012 Lexus, Wife has a 2015 Audi, Husband likes it and buys a 2017 Audi).
 
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Some really interesting loyalty data in this report which spans about 10 years. They track both brand and segments.

https://static.ed.edmunds-media.com/unversioned/img/industry-center/analysis/2018-edmunds-loyalty-report.pdf

Some key reveals include the fact that SUVs have a 75% loyalty rate which surpassed Trucks for the first time last year (74%). Car loyalty is at an all-time low with only 56% of people returning to buy another car and it's dropping several percentage points a year. It was at 70% back in 2008 but only SUVs and Trucks have hit as high as 75%.

Loyalty to Ford brand is mid-pack (48%) which is well below Chevrolet (54%), but both brands have increased 4% since 2007. Some have increased significantly like Toyota, Subaru and Honda which are over 60%, while others have shrunken quite a bit like Dodge, Chrysler, and even Buick which are in the 10s and 20s.

Loyalty among luxury brands keeps shrinking, now down to 37% on average with Lexus leading the way at 51% and Audi surging to 49%. As expected Lincoln loyalty is well below average at 28% with a 1% increase over 10 years. The other automakers joining it toward the bottom mostly lost significant loyalty in the same period with Lincoln having one of the lowest loyalties in 2007 and 2017. Caddy shrank from 43% to 31% since 2007, the biggest drop and formerly one of the most loyal brands in 07.

According to the report, subcompact luxury cars and utilities with lower entry points has been key to pulling customers from other brands.
How is 48% "Well Below" 54% :sleeping:

I also love how you point out how awful Lincoln is; considering Caddy went from 43% to 31%, going (up) from 27% to 28% seems like quite the feat, no?
 
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