In the important new car buyer market (people intending to buy a new car in the next four years) Brand Loyalty is defined as the proportion of people who intend to buy the same brand as they currently drive.

Although declining since late 2008, Toyota still has the strongest Brand Loyalty among the local manufacturers; well ahead of Holden and Ford.

Of the mid volume importers, Subaru has the strongest Brand Loyalty, closely followed by Mazda, Volkswagen and Honda.


Source: Roy Morgan Single Source (Australia) January - December 2009.
Base: New Car Intenders (next 4 years) n=5,618.


Norman Morris, Industry Communications Director, Roy Morgan Research, says:

"In the highly competitive automotive industry it is very important that manufacturers can maintain their share in the market. Brand Loyalty is a good way to position themselves for future growth, providing a strong base of loyal customers — repeat purchase and positive owner recommendations.

“It is interesting to compare the figures for Honda and Mazda. The increase in Mazda’s brand loyalty in the new car buyer market coincides with steady gains in their share of sales, whereas Honda has experienced a decline in both brand loyalty and sales share.”


To learn more about the brand loyalty of the different manufacturers, view the Roy Morgan Automotive Currency Report, which covers intention to purchase a new vehicle, future intention and recent sales, loyalty and satisfaction, brand health, automotive attitudes, car servicing and use of the internet for vehicle related content.

This report looks at the Australian automotive industry, providing vital trended information on key market metrics, delivering a cost effective tool for measurement and evaluation of marketing effectiveness, brand performance and competitor performance.


For more details contact:

info@roymorganonlinestore.com