Marketing Shows No Fools, Hybrid Owners Prove To Be The Most Loyal Owners

When it comes to the make of a vehicle, hybrid car owners are the most loyal buyers, with 47 percent purchasing another vehicle of the same make, according to recent research
from Experian Automotive, a part of global information services company Experian. This loyalty to a vehicle's make among hybrid owners comes in significantly higher than the 35 percent average of consumer loyalty to all vehicle classes combined.

    With gas prices remaining high and green buying habits among consumers continuing to rise, hybrid vehicle sales have increased 130 percent in the past three years, according to Experian Automotive. As sales have increased, hybrid vehicle buyers have shown they are not only the most loyal segment of buyers to the make (e.g. Mercury) of a vehicle, but to a specific vehicle model (e.g. Mercury Mariner) as well. Eighteen percent of hybrid car buyers were found to purchase another vehicle of the same model; higher than any other vehicle class and the combined average loyalty of all vehicle classes of 12 percent. Toyota Prius owners were found to be the most loyal to vehicle model among hybrid car buyers, with one in four returning to purchase another Prius. When compared to all Toyota buyers, Toyota hybrid car owners ranked highest when it came to vehicle make, model and class loyalty.

    "There is no doubt that economic and environmental factors are significantly changing which vehicles individuals buy and, even more interestingly, the types of vehicles they choose to purchase again," said Scott Waldron, president of Experian Automotive. "Our data has shown that hybrid manufacturers have a clear advantage in reaching and keeping the more loyal vehicle buyers on the road today."

    The Experian Automotive study, which examined vehicle sales from January 2007 to March 2008, also found hybrid truck buyers (including SUVs) showed above-average loyalty to vehicle make with 37 percent purchasing another vehicle of the same make when compared to the 35-percent average of all vehicle classes combined.

800over - 8/11/2008 11:18:20 AM

+2 Boost

probably a factor of selection....when I'm done with my Malibu/Accord etc I'll have 10 other cars to choose from. When I'm done with a hybrid and I want something similar there's not that much choice out there. In 3 years you'll see these numbers drop as more options come out.

Threepoint1415926 - 8/11/2008 12:26:51 PM

0 Boost

That's exactly what I was thinking.

SteedPub - 8/11/2008 1:54:50 PM

0 Boost

It only makes sense that Prius owners would show as being the most loyal.

The majority of Prius owners consider the car itself, what it stands for as an extension of their personality - where they stand. The car is a trophy for their ideals and beliefs regarding global warming, environmentalism, and alternative lifestyles.

Most Prius owners are of the belief that they are "saving the world", and drive the car proudly as a monument to themselves.

So, that they would be loyal to the car, the brand is no shocker.

Star - 8/11/2008 5:24:17 PM

+1 Boost

That's not something to be proud of. Closed minded people who are easily fooled by political propaganda are hardly an example to be followed. They are simply tools, but I guess you know that better than anybody else Mikey.

Agent63 - 8/12/2008 7:15:11 AM

+1 Boost

LOL.

MT I wouldn't say you're loyal. Instead you're an online fan but you haven't driven any of the Lexus that you claim are the best cars in the world. You are full of baseless information. You talk down anything that isn't a Toyota.

Some Lexus owners that are my clients told me that once they start earning more money they're looking into a Mercedes Benz. That can't speak for everyone else but that definitely shows something.

nozferatu - 8/13/2008 2:00:46 PM

+1 Boost

Maybe they are just good cars....