For the 12 months to April 2012, 64% of Volkswagen drivers in the market for a new car in the next 4 years are intending to buy another Volkswagen. This moves them ahead of Subaru on 61% who topped the list two years ago.
Brand Loyalty Intent – Volume Brands
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Source: Roy Morgan Single Source (Australia) May 2009 - April 2010 n=5,690 & May 2011 - April 2012 n=6,136 (New car intenders next 4 years). * Brand Loyalty Intent = “In the market for a new car, currently drive a particular brand and intending to re-purchase the same brand”. **Change = since April 2010.
Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“Volkswagen looks likely to continue their recent strong sales growth over the coming years, with increasing numbers of VW drivers intending to buy another VW. Not surprisingly, 98% of those Volkswagen drivers intending to repurchase are satisfied with their current vehicle.
“Hyundai also continues to improve well; moving from 10th on the list two years ago to currently sit 7th on 46% and only marginally below Honda. Of the remaining Hyundai drivers not intending to repurchase, Toyota, Holden, Ford, Mazda and Subaru appear to be the major beneficiaries, with almost half of the remaining drivers intending to switch to one of these makes.
“This highlights the importance of the ownership experience – alongside other contributing factors such as the brand’s model mix and lifecycle requirements of the purchaser – as a key driver in ensuring the potential for brand repurchasing.”
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