Saturday, July 14th, 2012 - Roy Morgan Research
There are currently more than 2.2 million Australians in the market for a new car in the next 4 years, of which the overwhelming majority (94%) are drivers already and only 6% are new to market.  With so many drivers in the market and multiple new brands available for consideration, Brand Loyalty Intent* is crucial. Volkswagen and Subaru have the highest level of Brand Loyalty Intent, according to the latest Roy Morgan Automotive Currency data.
For the 12 months to April 2012, 64% of Volkswagen drivers in the market for a new car in the next 4 years are intending to buy another Volkswagen. This moves them ahead of Subaru on 61% who topped the list two years ago.

Brand Loyalty Intent – Volume Brands

Source: Roy Morgan Single Source (Australia) April 2009 – March 2010 n=5,690 & April 2009 – March 2012 n=6,136 (New car intenders next 4 years). * Brand Loyalty Intent = “In the market for a new car, currently drive a particular brand and intending to re-purchase the same brand”. **Change = since April 2010.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“Volkswagen looks likely to continue their recent strong sales growth over the coming years, with increasing numbers of VW drivers intending to buy another VW. Not surprisingly, 98% of those Volkswagen drivers intending to repurchase are satisfied with their current vehicle.
“Hyundai also continues to improve well; moving from 10th on the list two years ago to currently sit 7th on 46% and only marginally below Honda. Of the remaining Hyundai drivers not intending to repurchase, Toyota, Holden, Ford, Mazda and Subaru appear to be the major beneficiaries, with almost half of the remaining drivers intending to switch to one of these makes.
“This highlights the importance of the ownership experience – alongside other contributing factors such as the brand’s model mix and lifecycle requirements of the purchaser – as a key driver in ensuring the potential for brand repurchasing.”

To learn more about automotive intentions for the different vehicle types, our detailed Roy Morgan Automotive Currency Report, which covers intentions to purchase new vehicles, future intentions and recent sales, loyalty and satisfaction, brand health, automotive attitudes, car servicing and use of the Internet for vehicle related content.

An extensive range of detailed Roy Morgan Automotive Reports, includes Intention to Purchase, Satisfied Drivers and more.

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Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

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Alex Dalidakis
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Automotive, Cars, Buying Intention, Brand Loyalty



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