While the transition to electric is revolutionizing the automobile market, which brands have the most loyal customers?
A study by AAA Data*, discovered by Challenges, returns to the current situation in France. Which drivers buy more cars of the same brand?
Tesla and Dacia, a loyal community
Those most attached to their brand are the owners of You are there, according to this study. In fact, 88.10%, or almost 9 out of 10 customers, purchased a new Tesla when renewing their vehicle.
In second position we find daciawith 82.10% loyalty. toyota completes the podium, with three quarters of customers (75.5%) who already own a model from the Japanese brand willing to adopt a new one at the beginning of the year.
The reliability of Toyota or the driving experience of Tesla lead customers to renew their choice. Thus, the majority of owners of the first Model 3 are in the process of choosing a new one or switching to the SUV, the Model Y.
“For Dacia, what counts is the community. The Dacia driving experience is not extraordinary, but it is a well-equipped and well-priced vehicle,” explains Julien Billon, CEO of AAA Data.
“We recognize ourselves as Dacia owners and he is a bit like the good intelligent driver,” he continues. “And it is always more interesting to appear as a good, intelligent driver than as a driver who is fooled by another brand with technological content or price. content that does not match the services.”
And when they leave Dacia, part of the 18% of unfaithful customers choose… a Renault, explains AAA Data. A Clio V or a Captur, thus remaining within the Dacia ownership group.
Leasing, an asset to build customer loyalty
Where are the general manufacturers in this ranking? 64% of Renault owners buy one, compared to only 51.5% of Peugeot owners or 45% of Citroën owners. Citroën has thus experienced a decline in its customer loyalty index in recent months, losing five points between 2023 and early 2024. A situation that the massive recall of its airbags currently underway could worsen even further.
“Those who are pulling the chestnuts out of the fire are Dacia, Renault and Peugeot,” explains Julien Billon.
Is loyalty increasing? If AAA Data does not make a comparison with the previous decade, the generalization of long-term rentals (65% of sales in France in May) clearly contributes to retaining its customers.
“Maintaining a long-term relationship with your customer is essential, all manufacturers have understood this, compared to a direct purchase, where you never see the customer again, you lose them. There we form a relationship relationship in terms of maintenance, but also animation, communication, so it is easier to represent a vehicle for a new acquisition,” summarizes Julien Billon.
Some brands may focus more on gaining new customers initially. Like Alfa Romeo, Mitsubishi or Mini. These three brands are at the bottom of the ranking: less than one in two customers buys a vehicle from one of these brands.
* Study conducted over ten years on millions of real car transactions.
Source: BFM TV
