Wednesday, December 31, 2003

On Loyalty

This article talks about what brands have the most loyal buyers. Chevrolet is at the top. What you'll notice however, is that the big Japanese companies are right behind, and like any poll done, there is probably a percentage difference of several points, meaning that it is not out of the realm of possibility that Toyota actually has the most loyal buyers. But it's good for GM that it has some of the highest.

The bottom brands, Oldsmobile, Isuzu, these are companies that are literally on death's door. Both are GM affiliates. Pontiac, and Suzuki, GM affiliates again are quite low too. So are Ford affiliates, Mazda, Volvo and Mercury.

Why the loyalty or disloyalty? Customers it seems are drawn to brands they know will be there for them. No one expects Toyota, or Honda, or Chevy to disappear from the face of the earth, and everyone expects that in every corner of America, a dealership or a mechanic that specializes in those brands will be found. Isuzu, Mazda, Oldsmobile, Suzuki, these are fringe brands that have poor inroads in the American psyche, or are brands that the public fears won't exist in a few years.

Just another article reinforcing the importance of brand status, and reputation. If the customers don't have confidence in you, they're not going to buy, no matter how "cool" your cars are. Mazda is a good example...

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