More than 2.2 million Australians are in the market for a new car over the next four years. Question is, how many of them will buy the same make of vehicle as the one they currently own?
More than 2.2 million Australians are in the market for a new car over the next four years. Question is, how many of them will buy the same make of vehicle as the one they currently own? In an increasingly competitive marketplace, customer loyalty can make a great difference to an auto brand’s fortunes — and in that respect, Mazda and Toyota are sitting pretty.
Mazda enjoys the highest loyalty levels, with 57.1% of people intending to buy a new Mazda already behind the wheel of one. Market-leader Toyota is a close second with a 56% loyalty rate, comfortably clear of Subaru at 52.1%.
Mazda’s position has strengthened over the last 12 months, with loyalty levels increasing from 51.5%. Kia has also had a good 12 months, rising from 36.1% to 43.7% — bringing it just below Honda and 6th overall.
Source:Roy Morgan Single Source (Aust.): June 2012–May 2013, new car intenders n= 5,677
Jordan Pakes, Account Director, Automotive, Roy Morgan Research, says:
“In today’s ever-more challenging market place, loyalty is a crucial KPI for brands to track. Many of the major brands are experiencing decreased advertising cut-through, due to the fragmented media marketplace and increased levels of competition. Focusing on customer retention and satisfaction must be a key priority.
“Most of the volume brands have experienced declines in loyalty levels over the last 12 months, with fourth-placed VW and third-placed Subaru the hardest hit. The big improver since May 2012 has been Kia, which has enjoyed an increase of nearly eight percentage points in brand loyalty.
“With vehicle satisfaction a key driver of brand loyalty, it’s not surprising to see that more than 97% of loyal Mazda intenders are satisfied with their current Mazda.”
Roy Morgan Research
Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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