Green Consumer Loyalty Considered – Case Study Discussion

admin — Sun, 07 Feb 2010 23:09:53 +0000

What happened to the American Auto Makers, it seems that over the years, fewer and fewer folks and their families have carried on with their loyalty for Ford, Chrysler or General Motors? Why is this? It seems that often the consumers have more loyalty for Toyota and Honda then for the big three American Brands. Well one recent story may in fact give at least some insight to this challenge:

Study: Hybrid Car Owners are the Most Loyal

DETROIT — Hybrid car owners are some of the most loyal in the U.S. market, with nearly half purchasing a vehicle of the same make when they buy another car, according to a study released Monday by an automotive data company. Forty-seven percent of hybrid buyers buy a vehicle of the same make, compared with 35% of buyers overall, according to Experian Automotive… Eighteen percent of hybrid car buyers even buy the same model, compared with 12% overall. [Source: Associated Press].

Apparently, Detroit is starting to learn what Honda and Toyota have already discovered with regards to their hybrid customers. In fact, now that I think about it, everyone I know who owns a Prius also owns is planning on buying another one or replacing that one if and when it ever dies, interest statistics indeed.

Strong customer loyalty can save the big US automakers 100s of millions of dollars per year in advertising. And both GM and Ford have several Hybrids on the market and are introducing many more in 2009, 2010 and 2011. And right about now that is a very important fact to consider for the struggling automakers.

By: Lance Winslow

Study Desk » American Auto

Green Consumer Loyalty Considered – Case Study Discussion