In my last post, I discussed the importance of retaining young vehicle buyers. In this blog, I thought I would share some 2011 calendar year-end findings regarding owner loyalty and age.
The chart below shows the distribution of owners returning to market based on age.
Owners between the ages of 35-64 account for more than 70% of all return to market activity. Yet as seen in the graph below, less than 50% (46.6%) of these owners are loyal to their given brand.
It is clear from the graph above that...Read More »