While the faltering economy, bankruptcies and product safety issues have taken a toll on brand loyalty, these aren't the reasons consumers do not replace one brand with the same brand.
According to the survey, Generation X (born 1965 - 1980) and Generation Y (1981 - 1994), have yet to demonstrate anywhere near the loyalty of their older counterparts. Consequently, their ever-increasing presence in the automotive marketplace will continue to pull overall brand loyalty downward assuming current allegiance levels remain the same.
These generations are more concerned with their home entertainment systems, smartphones and the internet rather than the car they drive. Automobile marketers must develop a method to reach these consumers and offer them automobiles that may incorporate some of the connectivity technology they consider most important to them.
"Automotive brands need to be aware of the effect of disenfranchisement among both Generation X and Generation Y, and ensure appropriate product and marketing efforts," said Doug Scott, senior vice president of GfK Automotive.
"Younger purchasers, Generations X and Y, are least brand loyal, while Boomers and Pre-Boomers remain brand loyal," Scott added.
Automobile marketers now face the challenge of attracting younger generations, who will soon account for over half of all new vehicle "replacers".
Determining the needs of this "mobile" generation will become critical for marketers to understand in the years ahead.
The GfK Automotive Intentions and Purchases Study (AIP) is reputed to be the longest-running continuous pre-purchase tracking instrument in the automotive category. Established in the early 1980s, it has become the industry standard for gauging what specific makes and models consumers want, and when they intend to make their purchase.
The AIP study is a monthly and quarterly tracking study that monitors consumer demand for new cars and trucks in the US market, and it is continuously in the field. It is based on a blended online panel of new US vehicle intenders, balanced according to geography, socio-economic characteristics, and household composition. GfK receives approximately 58 000 completed surveys each month.
For nearly 30 years, GfK Automotive has been the pre-eminent provider of product, brand and consumer research and consulting to the global automotive industry. Counting most major Asian, European, and North American carmakers among its client base, GfK Automotive research consultants deliver integrated information and insights to the automotive community.
The GfK Association was established in 1934 as a non-profit organization for the promotion of market research. Its membership consists of approximately 600 companies and individuals. The purpose of the Association is to develop innovative research methods in close cooperation with academic institutions, to promote the training and further education of market researchers, to observe the structures and developments in society, the economy and politics that play a key role in private consumption, and to research their effects on consumers. Survey results are made available to the membership. The GfK Association is a shareholder in GfK SE.
Go to: http://www.gfk.com
