The details in the article come from a study put together by
S&P Global Mobility. It breaks automotive brands into different categories to show how their customers either remain loyal to or leave the brands. One primary goal of any automaker is to gain customers and keep them."Brands that fail to transform nomads into loyalists not only lose out on the immediate sale to the nomad but also the future loyalty benefit they could have provided as loyalists.
This is the reason for conquest incentives, which offer a special deal to customers who buy or lease a vehicle from a new brand. Loyalty incentives are also at work, which provide promotions to people returning to buy or lease another vehicle from their current brand.Interestingly, in the industry as a whole, automotive brands are struggling more and more to keep their customers.
Source: News Formal (newsformal.com)
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