2011 New Luxury Vehicle Loyalty Study
Polk and AutoTrader.com analyzed patterns for buyers of six core luxury brands—Acura, Audi, BMW, Cadillac, Lexus and Mercedes-Benz – to better understand luxury automotive consumers and the reasons for their brand loyalty or defection decisions. Survey data was completed over telephone with a total of 1,485 U.S. luxury buyers from September 2011 to November 2011 and combined with Polk household loyalty data (which leverages vehicle registration data from June 2010 to May 2011) to provide manufacturers and dealers with in-depth insight into the luxury segment.
If you have questions regarding this study or would like more information, please contact your AutoTrader.com Account Executive.
- Key Takeaways:
"Brand affinity" (emotional connection to a brand) is the top reason for buyers to stay with a luxury brand, named by 44% of those who repurchased the same make ("loyalists").
"Good value for the money" is a strong motivator in the decision to switch luxury brands. 55% of luxury buyers strongly agree that their new brand provides good value compared to 39% who feel this way about their prior brand.