Study: Brand Loyalty on the Rise, Porsche, Cadillac Seeing Highest Returns

By Trevor Dorchies | June 05, 2013
It's an important question that many people overlook when they're in the market for vehicle. "Would I buy the same vehicle I just owned again after the experience I had with it?" A new study suggests that Porsche and Cadillac owners are happy with their vehicles, and return to each respective brand when it comes time to get something new. In fact, Porsche's brand loyalty was up 9.5 percent in Quarter 1 of this year when compared to the same in 2012. Over that same time period, Cadillac saw brand loyalty increase 8.3 percent, followed by Mazda (up 7.8 percent), BMW (up 7 percent), and Lexus (up 6.4 percent) to round out the top five. According to data compiled by Polk, the average brand loyalty among new vehicles climbed to 51.5 percent. That's 2 percent higher when compared to the same period last year. Overall, the study uncovered that 13 brands saw increases larger than that of the industry average.  Each brand included in this study polled 1,000 former new vehicle buyers and found that Cadillac, Porsche, and Mazda were having the best luck with returning customers. “In each case, strong-selling models fuel the loyalty to these brands. We saw a majority of the contribution for brand loyalty coming from Cayenne owners for Porsche, CTS owners for Cadillac and Mazda3 owners for Mazda,” said Lonnie Miller, vice president of Polk’s loyalty management practice in a statement.
To see where each automaker that was included in this study ranked, check out the chart below. Source: Wall Street Journal
Brand Loyalty Improvements
Brand Q1 2012 Brand Loyalty (%) Q1 2013 Brand Loyalty (%) Percentage Point Change
Porsche 32.6 42.1 9.5
Cadillac 39.1 47.4 8.3
Mazda 29.2 37.0 7.8
BMW 48.6 55.6 7.0
Lexus 45.9 52.3 6.4
GMC 35.3 41.0 5.7
Buick 34.7 40.0 5.3
Land Rover 40.2 44.5 4.3
Audi 43.9 47.5 3.6
Toyota 55.1 58.5 3.4
Ford 61.8 65.1 3.3
Chevrolet 53.1 56.2 3.1
Mercedes-Benz 52.9 55.9 3.0
Industry 48.9 51.5 2.6