American are most loyal to Japanese autos
According to the 2018 Edmunds trade-in loyalty report with over 13.9 million vehicles traded from 2007 to 2017, US customers are most loyal to Japanese brands such as Toyota, Subaru and Honda. The two remaining spots of top five are Ram and Chevrolet, with the same loyalty of 54%.
The last three position of the 20 most popular brands are Chrysler, Smart and Dodge. Fiat and Mitsubishi are the two positions that complete the top five from the bottom up.
List of popular automobile brands with loyalty rates from 2007 to 2017.
In the past decade, there have been many major changes with big car manufacturers. Subaru and Mazda have made a big leap in customer retention. In particular, the Mazda CX-5 has the largest loyalty compared to any car in 2017.
Brands that fail to keep old customers are Chrysler and Dodge. The loyalty of both brands is almost halved compared to 10 years ago. Buicks is not good either. It fell from 35% in 2007 to 29% in 2017.
For luxury cars, most customers are loyal to Lexus, Audi and Land Rover. Following close behind are Mercedes, Porsche and BMW. Luxury cars with the fewest loyal customers are Infiniti, Jaguar and Volvo.
Interestingly, Edmunds report shows that SUV loyalty is the highest (75% compared to 74% of the pickup line and only 36% of the sedan). This is also the lowest ratio of the sedan. In just the past three years, millions of customers have switched to the pickup line or SUVs instead of choosing the former one.
Toyota topped the list with the most loyal customers.
However, not all sedan models are disgraced. There are some products that still are favored and outperformed the other models. Companies such as Toyota and Honda have built their careers and successes by making good, reliable car models, and they know how to keep customers.
83% of consumers got rid of a Japanese car to buy a new Japanese car, compared to only 53% of US car brands in 2017. The high level of customers’ loyalty to Japanese brands is for both the next-generation Toyota Camry as well as the Honda Accord - the two main products that helped Toyota and Honda keep customers in a storm of SUVs, which is increasingly covering the globe.
"Sales are cooling off from record highs, and the abundance of offerings on the market has created a new reality where nameplate loyalty no longer holds the same weight. It's going to be a delicate balance for automakers as they face the immediate challenge of keeping customers in the fold while also anticipating the demands of the future," said Jessica Caldwell, executive director of industry analysis at Edmunds.
By: Peter Baker