7:57 am, September 4, 2012
DEALERS should not rely on brand loyalty alone for their next car sale, according to a survey by used car website Motors.co.uk.
The survey of 600 drivers across the UK indicates that fewer than 34 per cent of people will remain loyal to their existing brand for their next car purchase.
However, the survey also revealed the Oxford-built Mini is top of the pops when it comes to brand loyalty, with an impressive 62 per cent of its drivers saying they would buy the same car again.
Audi currently enjoys 36 per cent allegiance from drivers, while BMW commands an even higher rating at 59 per cent.
When asked about their next car purchase, drivers put German manufacturers to the top of their wish lists, with 13 per cent voting for Audi and 10 per cent opting for BMW. Marques such as Skoda, Renault and Fiat came out less favourably among drivers in the opinion poll.
Dermot Kelleher, head of marketing and business intelligence at Motors.co.uk, said: ‘Clearly, our survey shows that motor retailers cannot rely on people buying the same marque they’ve had for the last few years.
‘UK drivers are a savvy bunch, who appear willing to consider alternative brands for their next car purchase in order to ensure they select the right choice. That said, dealers with a strong portfolio of prestige, typically Germanic, new and used cars on their forecourts would appear to be in a relatively strong position when it comes to product offerings.’
BACK TO THE FUTURE
Motors.co.uk’s survey also revealed a ‘back to the future’ trend among drivers, with nearly a quarter of respondents (24 per cent), admitting their next car purchase will be the same brand as the first car they owned.
Kelleher concludes: ‘As we all know, statistics can be used to support almost any argument, but this figure is baffling. It either means that drivers are genuinely harking back to their ‘first love’, or simply admitting that the ‘grass was not greener’, and are reverting back to a brand they know and trust.
‘Whatever the explanation, given the current competitiveness in the new and used car market, dealers with strong customer service records and reliable databases might consider campaigns based on the ‘come back home’ theme to harness this trend!’
