Dodge buyers are much less likely to buy a second Dodge. Audi has the same problem.
An S&P Global Mobility analysis of car buyers found that some brands are far better at retaining customers than others.
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A car dealer divides its customers into two categories. Loyalists who return to the same brand for a lifetime and nomads who wander in between.
According to S&P, nomads are becoming more and more common. This latest analysis showed “the highest ‘One and Done’ rate (nomad defection rate) in at least a decade.”
It doesn’t necessarily matter. It may be a question of strategy. After all, Dodge has established itself as a muscle marketer. If you want a muscle car when you don’t have the kids but a minivan when the kids come, they can help you with the first part of your preference and recommend a nice Chrysler for the second.
However, Erin Gomez, Associate Director of Consulting at S&P Global Mobility, said:
Brands with Above Average Loyalty:
Brands with the highest percentage of one-time buyers: