For Car Buyers, the Brand Romance Is Gone
10:30 AM Wed, Oct 21, 2009 | Permalink
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DETROIT -- To sell a car in the 1980s, dealers had to do little more than open their doors, and loyal buyers would show up to trade in their Chevrolet for a new Chevrolet, or their Toyota for another Toyota. Nearly four in five Americans were repeat buyers back then, staunchly faithful to brands that they knew, trusted and were part of their self-image. The allegiance often continued through generations of families, like party affiliations in politics. Now, partly as a result of increasingly fickle consumer tastes and the industry turmoil in Detroit, that hard-won loyalty is largely gone. So far this year, only about 20 percent of car shoppers stayed with the same brand when they purchased a new vehicle, according to a study by the Oregon-based firm CNW Marketing Research and reportted by The New York Times.
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Motorists have to shop around for the best deal in these economic times, brand loyalty comes second to price.
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