Five Car Brands Struggle with US Customer Loyalty
Kelley Blue Book figures reveal Mitsubishi, Chrysler, Dodge, Jaguar and Scion had the lowest rates of repeat buyers in the US market in 2014.
Mitsubishi, Chrysler, Dodge, Jaguar and Scion recorded the lowest brand loyalty among car buyers in the United States in 2014, according to data compiled by Kelley Blue Book and reported by USA Today. Each of these brands saw less than 26% of their customers return for another purchase, reflecting stiff competition and shifting consumer preferences in the market.
Mitsubishi: Small Line-up, Low Retention
Mitsubishi finished at the bottom of the loyalty table, with only 21.77% of buyers choosing another Mitsubishi for their next vehicle. The brand’s US presence was hampered by a limited model range, sparse dealer network and quality concerns that did not match the expectations set by its Japanese rivals. Low sales volumes and a lack of standout new models contributed to the brand’s struggle to retain customers.
Chrysler and Dodge: Overlap and Quality Issues
Chrysler and Dodge, both under the Chrysler Group LLC umbrella at the time, posted loyalty rates of 22.72% and 22.88% respectively. The overlap between models in the two brands’ line-ups, together with questions over initial quality and long-term dependability, made it difficult to foster repeat business. While Dodge benefited from strong sales of image-driven models like the Charger and Challenger, this was not enough to build lasting loyalty. Chrysler’s own line-up was described as lacking clear differentiation, which may have pushed buyers to look elsewhere for their next car.
Jaguar: Premium Price, Tough Competition
Jaguar, with a loyalty rate of 25.45%, faced a different challenge. The British marque offered high vehicle quality and reliability, but its pricing put it up against German rivals Audi, BMW and Mercedes-Benz. In a segment where buyers expect both prestige and value, Jaguar’s smaller product portfolio and premium positioning limited its repeat buyer base.
Scion: Youth Appeal Fades
Scion, Toyota’s youth-oriented sub-brand, attracted only 25.79% of buyers back for a second purchase. After initial interest in its unconventional approach and styling, the brand struggled to refresh its line-up beyond the introduction of the FR-S. Lack of new product and a narrow appeal left Scion unable to build lasting loyalty among younger buyers, who were already less likely to stick with a single brand.
How Brand Loyalty Was Measured
Kelley Blue Book’s analysis focused on the percentage of buyers who returned to purchase another vehicle from the same brand. The 2014 data provides a snapshot of a market where consumer choice was broadening and loyalty was being tested by new offerings and aggressive incentives from rival marques.
- Mitsubishi: 21.77% repeat buyers
- Chrysler: 22.72% repeat buyers
- Dodge: 22.88% repeat buyers
- Jaguar: 25.45% repeat buyers
- Scion: 25.79% repeat buyers
