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German Car Brand Loyalty in the US: Winners & Losers

By Stephen Fuchs on Email @StephenWFuchs

Do you like to change brands when it comes time to get that new car or are you a loyal customer always coming back to what feels familiar? Auto manufacturers put a great deal of effort into earning customer loyalty, but a recent CarMax study revealed that American’s don’t share the same enthusiasm.

Looking at their own sales numbers, CarMax found that only 19.4-percent of car buyers stood behind their previous brand choice, which means a massive 80.6-percent opted to try something completely different.

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How did the German car manufacturers do?

Mercedes-Benz, BMW, and Porsche can celebrate the results of the study as these three German car brands made it into the top ten list of most loyal owners.

Coming in second place — Lexus placed number one — Mercedes retained 28.3% of its owners. BMW ranked number six with a loyalty rate of 23.5-percent, and with 21.5-percent retention, Porsche placed in 8th.

The not-so-good:

Audi was the first of the German car brands to place below the average loyalty rate as CarMax found the manufacturer retaining only 15.7-percent of its owners.

No other German brand though came close to scoring as poorly as Volkswagen.

Placing last on the list, Volkswagen only managed to keep 7.9-percent of its drivers coming back for another vehicle in its lineup. That is worse than any other brand — German and non-German — on CarMax’s list.

which car brands have the most loyal owners
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Sources: CarMax

Photo by Arthur Aldyrkhanov on Unsplash

Stephen Fuchs
Stephen founded German Pulse and LGBT Germany out of a passion to introduce Americans to a Germany that goes beyond beer and polka (although with enough beer he has been known to polka it up a bit). He's a coffee addict, lover of wine and good times, a hit in the kitchen and editor of TV commercials. You can follow him on Twitter (@StephenWFuchs) to find out a lot more.
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