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Is brand loyalty dead? Why car buyers are more promiscuous than ever

Published: 30 September 2015

► Has Britain become a nation of badge snobs?
► We investigate the notion of brand loyalty in 2015
► Vote in our poll: are you a switcher? 

Are car buyers wedded to certain brands any more? In a week in which Volkswagen and Audi’s reputations are mired in scandal, it’s an interesting time to ask. Especially since they came first and fourth in a new poll of brand loyalty by digital marketing gurus Rocket Fuel. They found the most loyal car buyers in Britain are:

1) Audi 61% buy another Audi
2) Mercedes-Benz 56%
3) Alfa Romeo 51%
4) Volkswagen 41%

At the other end of the spectrum, researchers found Hyundai (15% brand loyalty), Mazda (17% retention) and Fiat (22% repeat purchase) had the poorest customer loyalty, as customers increasingly shop around and try out new marques with each purchase.

How loyal are you?

Answer two simple questions in CAR magazine’s quick 30sec survey as we find out how loyal modern motorists are. We’ll share the results in due course!

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