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

LinkBack Thread Tools Display Modes
post #1 of 2 (permalink) Old 05-17-2012, 08:53 AM Thread Starter
BenzWorld Junior Member
Date registered: Apr 2012
Vehicle: 2008 E350
Posts: 12
Mentioned: 0 Post(s)
Quoted: 0 Post(s)
(Thread Starter)
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.
The Dallas Benz Guy is offline  
Sponsored Links
post #2 of 2 (permalink) Old 05-17-2012, 10:07 AM
BenzWorld Elite
mbvis's Avatar
Date registered: Jan 2010
Vehicle: 99 E430, 01 E430 Sport, 00 SL500
Location: LA, CA
Posts: 3,266
Mentioned: 0 Post(s)
Quoted: 2 Post(s)
>>BMW: Driving performance is important to owners.

Someday, I must buy a BMW to find out about that.
mbvis is offline  
Sponsored Links

  Mercedes-Benz Forum > General Mercedes-Benz Forums > General Mercedes-Benz

Quick Reply

Register Now

In order to be able to post messages on the Mercedes-Benz Forum forums, you must first register.
Please enter your desired user name, your email address and other required details in the form below.

User Name:
Please enter a password for your user account. Note that passwords are case-sensitive.


Confirm Password:
Email Address
Please enter a valid email address for yourself.

Email Address:


Human Verification

In order to verify that you are a human and not a spam bot, please enter the answer into the following box below based on the instructions contained in the graphic.

Currently Active Users Viewing This Thread: 1 (0 members and 1 guests)
Thread Tools
Show Printable Version Show Printable Version
Email this Page Email this Page
Display Modes
Linear Mode Linear Mode

Similar Threads
Topic Author Forum Replies Last Post
Hyundai, Ford Tops In Brand Loyalty Survey AutoGuide.Com News 0 10-14-2011 11:20 AM
Customer Sat Survey Guest (MBNZ) W210 E50 AMG, E55 AMG 12 02-06-2001 04:36 AM

Posting Rules  
You may post new threads
You may post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is Off
Trackbacks are On
Pingbacks are On
Refbacks are On


Title goes here

video goes here
description goes here. Read Full Story
For the best viewing experience please update your browser to Google Chrome