MINI and BMW identified as top brands for customer loyalty

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MINI and BMW customers are the most loyal of any car brand customers in the UK, according to research by JudgeService which identifies the preferences of more than 28,800 buyers.

JudgeService surveyed car buyers who made an initial enquiry with a franchised dealer, purchased from a different dealer, but still bought the brand they were initially interested in.

MINI is rated number one in JudgeService’s Top 10 OEMs for In-Market Brand Loyalty for the second year in a row as 64% of MINI customers chose the brand after purchasing elsewhere, up from 57% in 2023. BMW was in second place, up from third last year, improving its score from 53% to 63%.

The list included Land Rover (56%) which shared its position with Mercedes-Benz, Audi (54%), Volkswagen (49%), Jaguar (48%), Toyota (45%), Volvo (44%) and Ford (43%) while Skoda and Cupra dropped out of the top 10.

Neil Addley, MD of JudgeService, said: “Although the top 10 was dominated by the premium German marques, the strong performance of Toyota and Ford demonstrates how mainstream players can also engender brand loyalty through delivering desirable products and promoting customer loyalty through their dealer networks.

“The research also demonstrates the opportunities open to dealers of retaining more customers by understanding what they want and doing their utmost to deliver it.

“Having robust processes in place to capture and manage all leads is essential, otherwise hot prospects will be lost to another territory representing the same brand.”

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