US: highest level in a decade for auto brand loyalty image

It turns out that not only US auto sales are heading towards a record run, but the same can be said about consumer loyalty, with the massive amount of new vehicle buyers that visit dealer lots sticking to the same brand as their previous purchase.

These are the findings of a new study done by IHS Automotive, with the research reporting that brand among new car consumers has soared to 52.8% in the first quarter of this year. Additionally, certain brands are also enjoying new, record highs for loyalty: Chevrolet, GMC, Infiniti, Jeep, Land Rover, Lexus, Lincoln, Mazda, Mitsubishi, Nissan, Porsche, Subaru and Volvo. The US new vehicle sales, after five months have passed are shaping up to deliver a total of more than 17 million units at the end of the year, with June deliveries also forecasted to cement that trend. According to Alec Gutierrez, senior analyst, Kelley Blue Book, if June’s sales reach the predicted 1.5 million autos level, the first half of the year’s tally would stand at 8.53 million, growing 4.7 percent from the same period last year and turning the best first half since 2005.

“The increased number of different models within brands makes it easier for households that may need a different type of vehicle to maintain their loyalty,” commented Tom Libby, manager of automotive loyalty and industry analysts, IHS Automotive. Other reasons for loyalty are: the increased popularity of leasing and the lower number of shoppers coming from discontinued brands, such as Saturn, Mercury and Pontiac.