Mercedes Benz Tops in Customer Loyalty Survey - Mercedes-Benz Forum

 
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post #1 of 2 (permalink) Old 05-17-2012, 09:53 AM Thread Starter
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Mercedes Benz Tops in Customer Loyalty Survey

Mercedes-Benz Tops in Luxury Brand Loyalty

Consumers who purchase luxury vehicles are one of the most lucrative and demanding customer segments in the automotive market. Automakers in this competitive market can’t be successful without building long-term client relationships. To gain insights into factors driving brand loyalty and leading to defection, Polk and Auto Trader teamed up to conduct the 2012 New Luxury Vehicle Loyalty Study. This study analyzed attitudes among consumers of six core luxury brands – Acura, Audi, BMW, Cadillac, Lexus and Mercedes-Benz – to better understand why some luxury vehicle owners remain loyal to a brand and some defect.

Across all vehicle segments, aggregate brand loyalty is nearly 50 percent, meaning that almost one-half of consumers purchase a vehicle of the same make the next time they buy a new vehicle. Mercedes-Benz and BMW, which have historically outperformed the luxury segment, have above-average rates of owner loyalty as shown below.

Customer Loyalty by Brand (Industry Average is 49.3 %)
Mercedes Benz 57.3 %
BMW 52.3 %
Lexus 46.6 %
Cadillac 43.5 %
Audi 42.2 %
Acura 39.7 %

The top reason for staying with a brand, named by 44 percent of those who repurchase the same make (“luxury loyalists”), is “brand affinity,” which refers to the emotional connection to the brand. Nearly one third of these luxury loyalists cite quality/reliability as a key motivator of brand loyalty, while about one quarter name driving performance. The study showed distinct perceived strengths among the luxury brands as shown in the following.

Perceived Brand Strengths (among loyalists)
Acura: Price, technology and innovation stand out as loyalty drivers.
Audi: Style and design rate high as drivers of loyalty.
BMW: Driving performance is important to owners.
Cadillac: The brand is top-ranked for brand affinity.
Lexus: Loyalty to the dealership drives loyalty more than it does with other brands.
Mercedes Benz: Quality, reliability and brand affinity are top reasons for loyalty.
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post #2 of 2 (permalink) Old 05-17-2012, 11:07 AM
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>>BMW: Driving performance is important to owners.

Someday, I must buy a BMW to find out about that.
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