On October 21, 2009
Auto Brand Loyalty Isn’t What it Used to Be
According to a new study from CNW Marketing Research, only about 20 percent of new car shoppers stay with the auto brand they grew up on, reversing decades of assumed loyalty. Gone, apparently, when men (and it was usually men) would jingle the change in their pockets and pronounce themselves Ford or Chevy fans for life. This is bad news for the Big Three, which need consumers to stick with them as they struggle to recover from the recession. In the 1980s, according to the New York Times, four in five Americans stayed with a single car company—usually a domestic. In 2004, Chevrolet was the top-selling brand, followed by Ford and Toyota a fairly distant third. Today, Toyota is number…
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