J.D. Power Ranks Mercedes-Benz Amongst Highest for Brand Loyalty
According to a new study, Mercedes ranks #2 in the U.S for brand loyalty.
One of the most important benchmarks automakers use to determine overall success is brand loyalty. Bottom line, you want to keep your customers happy and keep them coming back. J.D. Power recently ranks various automotive marques in their inaugural “Automotive Brand Loyalty Study.” And the news was excellent for Mercedes-Benz, placing #2 in the luxury market.
“Customer loyalty is perhaps the most important metric for manufacturers because it incorporates many factors that lead customers to become brand ambassadors,” said Tyson Jominy, Vice President of Data and Analytics at J.D. Power. “When a brand can connect emotionally with owners through the vehicle’s content, capabilities or prestige level, owners are much more likely to come back and purchase that same brand again.”
Mercedes was very successful in connecting with its drivers. The study found that Merc customers are very likely to remain with the brand when trading in or purchasing a new vehicle. Additionally, Mercedes drivers often recommend the luxury vehicles to other drivers. If there’s one thing companies can’t buy, it is that very valuable word-of-mouth.
Mercedes ranked just below Lexus among luxury brands with a 44.2% loyalty rate.
The 2019 U.S. Automotive Brand Loyalty Study utilizes a data from their Power Information Network. A percentage was calculated is based on the number of owners who opted for the same brand when trading in, or purchasing their next vehicle. TBased on purchases and leases from June 2018 through May 2019, the study included all model years traded in.
Mercedes-Benz beat out BMW, Porsche, and Audi, who rounded out the top five respectively. Mercedes has nabbed the coveted J.D. Power Awards in the past for Quality and Dependability.
Photos: Mercedes-Benz
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