The No. 1 influence on brand loyalty is the sales experience at the dealership.

Google/Critical Mix, U.S., Google Automotive Loyalty Study, N=2,000, A18+ completes who have purchased/leased a vehicle in the past 10 years, Q4 '17.


Related Data


of auto brand loyalists felt completely decided when beginning their research for a new car.

December 2017 Google/TNS

Brands have fewer opportunities to influence customers in person.

December 2017 Google/TNS

The No. 2 influence on brand loyalty—after the sales experience—is a customer’s maintenance and service experience.

December 2017 Google/Critical Mix

car owners said they serviced their vehicle somewhere other than the dealership where they purchased their car.

Google/Critical Mix December 2017