Original article by Roy Morgan
Market Research Update – Page: Online : 27-Aug-19

New data from Roy Morgan reveals that of Australians aged 14+ who are looking to purchase a new car in the next four years, 6-in-10 current Toyota and Mazda drivers are intending to purchase the same brand, which are the highest loyalty ratings of any manufacturer. Toyota and Mazda’s loyalty ratings are followed by Subaru, Mercedes-Benz, Volkswagen, BMW, Hyundai, Honda, Lexus, Audi, Mitsubishi, Nissan, Ford and Holden. Eight of the 10 non-luxury manufacturers have increased their loyalty rating from three years ago. The largest improvement was by Mitsubishi, climbing from 28.4% in 2016 to 41.8%. Unlike non-luxury vehicles, luxury brands have seen declines in loyalty ratings when compared to three years ago. Because Mercedes-Benz has managed to limit its decline to only 3%, it has recorded the highest loyalty rating of the four luxury brands as on June 2019. These are the latest findings from the Roy Morgan Single Source survey, derived from in-depth face-to-face interviews with 1,000 Australians each week and over 50,000 each year.

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