SOUTHFIELD, Mich. and ATLANTA – According to the 2012 New Luxury Vehicle Loyalty Study, conducted by Polk and AutoTrader.com, brand affinity and quality/reliability are among the top reasons luxury buyers stay with their brand. Polk analyzed patterns for buyers of six core luxury brands—Acura, Audi, BMW, Cadillac, Lexus and Mercedes-Benz based on a consumer study delving into the reasons for a buyer’s loyalty, conquest or defection. The survey was completed with a total of 1,485 U.S. luxury buyers from September 2011 to November 2011 and provides manufacturers and dealers with in-depth insight into the luxury segment, allowing them to better understand luxury automotive consumers and the reasons for their brand loyalty or defection decisions.“Understanding behaviors and attitudes is critical in helping automotive marketers to more effectively reach and influence luxury shoppers during their decision making process. Because of this, we sought to take a more in-depth look at why this specific set of buyers was either staying with or defecting from their brands to help uncover opportunities that manufacturers and dealers could take advantage of or threats that they could mitigate,” said Rick Wainschel, vice president of automotive insights at AutoTrader.com.Top Reasons Luxury Buyers Stay LoyalA luxury loyalist is defined as a luxury new vehicle buyer/household that purchases a replacement vehicle or an additional vehicle from the same luxury brand that they already own.
Study Reveals Top Reasons Luxury Buyers Stay Loyal and Provides …
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Study Reveals Top Reasons Luxury Buyers Stay Loyal and Provides …