{"id":12532,"date":"2020-07-16T05:26:00","date_gmt":"2020-07-16T12:26:00","guid":{"rendered":"https:\/\/blogv2prod.wpenginepowered.com\/blog\/?p=12532"},"modified":"2023-10-11T06:39:39","modified_gmt":"2023-10-11T13:39:39","slug":"the-science-behind-automotive-brand-loyalty","status":"publish","type":"post","link":"https:\/\/www.carparts.com\/blog\/the-science-behind-automotive-brand-loyalty\/","title":{"rendered":"The Science Behind Automotive Brand Loyalty: What Makes People Love Their Cars?"},"content":{"rendered":"<!DOCTYPE html PUBLIC \"-\/\/W3C\/\/DTD HTML 4.0 Transitional\/\/EN\" \"http:\/\/www.w3.org\/TR\/REC-html40\/loose.dtd\">\n<html><body><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><style>.kadence-column_823793-62 > .kt-inside-inner-col{border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;}.kadence-column_823793-62 > .kt-inside-inner-col,.kadence-column_823793-62 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column_823793-62 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column_823793-62 > .kt-inside-inner-col{flex-direction:column;}.kadence-column_823793-62 > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column_823793-62 > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column_823793-62{position:relative;}@media all and (max-width: 1024px){.kadence-column_823793-62 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column_823793-62 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column inner-column-1 kadence-column_823793-62 qk-look-widget\"><div class=\"kt-inside-inner-col\">\n<div class=\"wp-block-ultimate-post-row ultp-block-e419a0  qk-main-wrap\"><div class=\"ultp-row-wrapper\"><div class=\"ultp-row-content\">\n<div class=\"wp-block-ultimate-post-column ultp-block-30d57c\"><div class=\"ultp-column-wrapper\"><style>.wp-block-kadence-advancedheading.kt-adv-heading_a780bb-6e, .wp-block-kadence-advancedheading.kt-adv-heading_a780bb-6e[data-kb-block=\"kb-adv-heading_a780bb-6e\"]{text-align:center;font-size:20px;font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading_a780bb-6e mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading_a780bb-6e[data-kb-block=\"kb-adv-heading_a780bb-6e\"] mark.kt-highlight{font-family:Inter;font-weight:500;font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading_a780bb-6e img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading_a780bb-6e[data-kb-block=\"kb-adv-heading_a780bb-6e\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<div class=\"kt-adv-heading_a780bb-6e summary-title wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading_a780bb-6e\"><span>Summary<\/span><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li>The manufacturer with the highest brand loyalty rating is Subaru, with 61.5%. Toyota and Honda were runners-up, with ratings of 59.5% and 57.7%, respectively.<\/li><li>Quality is the main reason why people are loyal. Manufacturers with a lot of loyal customers don&rsquo;t necessarily have the most reliable cars.<\/li><li>Five key marketing strategies that create brand loyalty include the following: standing out by being different, catering to a target market, creating a series of positive experiences, building a community, and making the brand a part of one&rsquo;s personal identity.<\/li><\/ul>\n<\/div><\/div>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n\n\n<p>We&rsquo;ve all seen someone with a Chevy or Ford tattoo covering their arm. But automotive brand loyalty isn&rsquo;t limited to over-the-top car enthusiasts such as these&mdash;average consumers often develop an allegiance to certain brands, too. <\/p>\n\n\n\n<p>That observation becomes obvious when you consider that, according to <a href=\"https:\/\/www.jdpower.com\/business\/press-releases\/2019-us-automotive-brand-loyalty-study\" target=\"_blank\" rel=\"noreferrer noopener nofollow\" aria-label=\"J.D. Power\">J.D. Power<\/a>, Subaru ranks the highest amongst all automakers when it comes to brand loyalty. Even though you might not see a lot of gearheads sporting Subie tatts, the automaker clearly has a devout following. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2020\/07\/car-owners-1024x426.jpeg\" alt=\"car owners showing their love for their car\" class=\"wp-image-12573\" width=\"1024\" height=\"426\" srcset=\"https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2020\/07\/car-owners-1024x426.jpeg 1024w, https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2020\/07\/car-owners-300x125.jpeg 300w, https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2020\/07\/car-owners-768x319.jpeg 768w, https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2020\/07\/car-owners.jpeg 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"><figcaption>Several factors help create a solid bond between a person and an automotive brand.<\/figcaption><\/figure>\n\n\n\n<p>And that leads us to ask&mdash;why? <a href=\"https:\/\/www.carparts.com\/subaru\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Subaru\">Subaru<\/a> doesn&rsquo;t have the unrelenting reliability of Honda or Toyota, nor does it have the (subjectively) &ldquo;cool&rdquo; factor of a brand like RAM. <\/p>\n\n\n\n<p>Because automotive brand loyalty centers around human psychology, the concept can be difficult to dissect. Typically, it&rsquo;s not just one, but many factors, that help create a solid bond between customer and company. <\/p>\n\n\n\n<p>To better understand the process, we need to analyze the automakers with the highest level of brand loyalty.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What Automakers Have the Highest Level of Brand Loyalty?  <\/h2>\n\n\n\n<p>Brand loyalty is when a customer returns to a company for multiple transactions (even when a competitor offers a better deal). Most studies list the number of brand-loyal, return customers as a percentage. <\/p>\n\n\n\n<div id=\"article-search-widget\">\n<div class=\"cp-search\">\n<div align=\"center\">\n<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/cld.partsimg.com\/image\/upload\/w_auto,dpr_auto\/carparts\/logos\/badge_wordmark\/full_color\/CP_LOGO_COLOUR_RGB\" alt=\"CarParts.com\" width=\"300\" height=\"56\">\n<\/div>\n<form id=\"cpsearchform\" name=\"cpsearchform\" action=\"https:\/\/www.carparts.com\/search\" method=\"get\" target=\"_blank\" accept-charset=\"character_set\" aria-label=\"search CarParts.com\">\n    <input type=\"text\" class=\"keyword\" name=\"q\" placeholder=\"Search for parts on CarParts.com\" value=\"\" aria-label=\"Search CarParts.com\"><input type=\"submit\" class=\"btn-search\" value=\"Search\" aria-label=\"Search\">\n<\/form>\n<\/div>\n<\/div>\n\n\n\n<p>As was mentioned, in a 2019 study, J.D. Power found Subaru to have the highest loyalty rating (61.5%) among all mass-market brands. Toyota and Honda were runners-up, with ratings of 59.5% and 57.7%, respectively. <\/p>\n\n\n\n<p>When it comes to luxury brands, Lexus did the best, earning a loyalty rating of 47.6%. Mercedes-Benz came in at second place with a 44.2% rating, while BMW came in third at 42.6%. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Loyalty vs. Quality<\/h3>\n\n\n\n<p>One would think that brand loyalty would be based primarily on quality&mdash;yet there are some companies with a less-than-average reliability rating that still have a loyal following.<\/p>\n\n\n\n<p>For example, according to an article from <a href=\"https:\/\/www.forbes.com\/sites\/jimgorzelany\/2018\/10\/25\/the-most-and-least-reliable-rides-on-the-road\/#54118d252c74\" target=\"_blank\" rel=\"noreferrer noopener nofollow\" aria-label=\"Forbes\">Forbes<\/a>, Mercedes ranked 17th (out of 29 automakers) in a reliability study. Nonetheless, the brand has one of the highest loyalty ratings for a luxury car company. <\/p>\n\n\n\n<p>The story is similar for Subaru. <a href=\"https:\/\/repairpal.com\/reliability\/subaru#:~:text=The%20Subaru%20Reliability%20Rating%20is,has%20above%20average%20ownership%20costs.\" target=\"_blank\" rel=\"noreferrer noopener nofollow\" aria-label=\"RepairPal\">RepairPal<\/a> gives the brand a reliability score that&rsquo;s slightly better than average (3.5 out of 5.0). Still, as previously mentioned, the Japanese automaker had the highest level of brand loyalty in 2019. <\/p>\n\n\n\n<p>To grasp why dependability isn&rsquo;t always the key motivator behind brand loyalty, it helps to consider the several layers of the psychology behind the subject. <\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2020\/07\/choosing-a-car-1024x683.jpeg\" alt=\"guy choosing a car\" class=\"wp-image-12576\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2020\/07\/choosing-a-car-1024x683.jpeg 1024w, https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2020\/07\/choosing-a-car-300x200.jpeg 300w, https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2020\/07\/choosing-a-car-768x512.jpeg 768w, https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2020\/07\/choosing-a-car-600x400.jpeg 600w, https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2020\/07\/choosing-a-car.jpeg 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"><figcaption>A car&rsquo;s dependability isn&rsquo;t always the key motivator behind brand loyalty.<\/figcaption><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\">The Psychology Behind Brand Loyalty <\/h2>\n\n\n\n<p>Brand loyalty&mdash;regardless of whether it&rsquo;s to a vehicle manufacturer or a trendy clothing line&mdash;happens when the consumer forms a connection with the company. <\/p>\n\n\n\n<p>Offering a high-quality product (as Toyota and Honda do) is one way to create that connection. But even automakers with average quality, such as Subaru, can create a loyal fan base with the right marketing strategies. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How Brands Create Loyalty<\/h3>\n\n\n\n<p>According to an article from <a href=\"https:\/\/www.entrepreneur.com\/article\/297889\" target=\"_blank\" rel=\"noreferrer noopener nofollow\" aria-label=\"Entrepreneur\">Entrepreneur<\/a>, five key marketing strategies create brand loyalty. These include:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Standing out by being different. <\/li><li> Catering to a target market.<\/li><li> Creating a series of positive experiences.<\/li><li> Building a community. <\/li><li> Making the brand a part of one&rsquo;s personal identity. <\/li><\/ol>\n\n\n\n<p>It&rsquo;s easy to see where each of these factors comes into play with Subaru&rsquo;s brand loyalty: <\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Subaru stands out as an eco-friendly alternative to today&rsquo;s oversized SUVs.<\/li><li> Subaru caters to a target market of consumers who view themselves as conscientious outdoor enthusiasts. <\/li><li> Subaru creates a series of positive experiences through special events and philanthropic endeavors.<\/li><li> Subaru has built a community through its Love campaign&mdash;a marketing initiative that implies that love is the factor that unites the brand&rsquo;s customer base.<\/li><li> Subaru knows its customer&mdash;that&rsquo;s why it sponsored Animal Planet&rsquo;s Puppy Bowl (rather than the Super Bowl) and why it engages in charitable outreach. <\/li><\/ol>\n\n\n\n<p>Basically, the brand&rsquo;s message is: <\/p>\n\n\n\n<p>If you own a Subaru, you&rsquo;re a socially aware individual who supports animals, the earth, and love&mdash;and that idea works exceptionally well with Subaru&rsquo;s target customers. <\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2020\/07\/subaru-logo-1024x635.jpeg\" alt=\"subaru logo\" class=\"wp-image-12575\" width=\"1024\" height=\"635\" srcset=\"https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2020\/07\/subaru-logo-1024x635.jpeg 1024w, https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2020\/07\/subaru-logo-300x186.jpeg 300w, https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2020\/07\/subaru-logo-768x476.jpeg 768w, https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2020\/07\/subaru-logo.jpeg 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"><figcaption>According to a study by J.D. Power, Subaru has the highest loyalty rating among all mass-market brands.<\/figcaption><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\">2 Types of Brand-Loyal Consumers<\/h3>\n\n\n\n<p>Subaru&rsquo;s success can be attributed, in part, to the idea that there are two types of brand-loyal consumers: those who are satisfied and those who are committed. <\/p>\n\n\n\n<p>A satisfied customer bases their purchasing decisions primarily on dependability, according to an article from <a href=\"https:\/\/www.cbtnews.com\/automotive-brand-loyalty-important-well\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\" aria-label=\"CBT Automotive Network\">CBT Automotive Network<\/a>. On the other hand, a committed customer bases their decision primarily on emotion. <\/p>\n\n\n\n<p>It&rsquo;s easy to see where the top contenders fall into these two categories. Repeat Honda and Toyota customers are more likely to belong to the &ldquo;satisfied&rdquo; group, while Subaru and Mercedes buyers are more likely to be &ldquo;committed.&rdquo; <\/p>\n\n\n\n<p>That brings us back to the tattooed car enthusiast. Indeed, if someone is willing to get a tattoo of a certain automaker, they&rsquo;re taking emotion-based, committed brand loyalty to the next level.  <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Are You Loyal to a Certain Automotive Brand?<\/h2>\n\n\n\n<p>What about you? Are you loyal to a specific automotive brand or are you open to all makes and models? Share your thoughts in the comments section below!<\/p>\n<\/body><\/html>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>We&rsquo;ve all seen someone with a Chevy or Ford tattoo covering their arm. But automotive brand loyalty isn&rsquo;t limited to&#8230; <a href=\"https:\/\/www.carparts.com\/blog\/the-science-behind-automotive-brand-loyalty\/\" rel=\"nofollow\">Read More<\/a><\/p>\n","protected":false},"author":29,"featured_media":12574,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[3768],"tags":[],"ppma_author":[2622],"class_list":{"0":"post-12532","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-lifestyle","8":"entry"},"acf":{"adrotate_specific_mobile_ad":"","adrotate_specific_desktop_ad":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Science Behind Automotive Brand Loyalty: What Makes People Love Their Cars? - In The Garage with CarParts.com<\/title>\n<meta name=\"description\" content=\"Why do people develop an allegiance to certain automotive brands? We discuss the psychology behind automotive brand loyalty. Read on for more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.carparts.com\/blog\/the-science-behind-automotive-brand-loyalty\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Science Behind Automotive Brand Loyalty: What Makes People Love Their Cars? - In The Garage with CarParts.com\" \/>\n<meta property=\"og:description\" content=\"Why do people develop an allegiance to certain automotive brands? We discuss the psychology behind automotive brand loyalty. Read on for more.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.carparts.com\/blog\/the-science-behind-automotive-brand-loyalty\/\" \/>\n<meta property=\"og:site_name\" content=\"In The Garage with CarParts.com\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/carpartscom\" \/>\n<meta property=\"article:published_time\" content=\"2020-07-16T12:26:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-11T13:39:39+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2020\/07\/customer-loyalty.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1500\" \/>\n\t<meta property=\"og:image:height\" content=\"1001\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@carpartscom\" \/>\n<meta name=\"twitter:site\" content=\"@carpartscom\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.carparts.com\\\/blog\\\/the-science-behind-automotive-brand-loyalty\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.carparts.com\\\/blog\\\/the-science-behind-automotive-brand-loyalty\\\/\"},\"author\":[{\"@type\":\"Person\",\"$id\":\"29\",\"name\":\"Mia Bevacqua\",\"jobTitle\":\"ASE Master Automobile Technician\",\"description\":\"Mia Bevacqua has over 14 years of experience in the auto industry and holds a bachelor\u2019s degree in Advanced Automotive Systems. 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