A J.D. Power study found that as dealer inventory rises and competition increases, consumers are losing their brand loyalties, but some automakers are finding ways to hang on to their customer base
While some brands continue to attract consumers back to their dealerships, rebounding post-pandemic vehicle inventory means that fewer and fewer new vehicle shoppers are loyal to the brand they currently drive.
“As vehicle availability increased and more choices hit the market for consumers, loyalty among brands as a whole saw a decline this year,” said Tyson Jominy, vice president& analytics at J.D. Power. “Additionally, owners were tied down to their vehicles for longer than normal due to ongoing supply chain disruptions, and as a result were more likely to experience problems with their vehicles.”
However, there are some things that brands can do to encourage their customers to remain loyal, argues Jominy. When they experience excellent build quality or a good ownership experience, shoppers tend to reward brands by returning to them.
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