Price was the No. 1 factor for switching brands. Coming in at No. 2 were life events — like needing more cargo space for a new addition to the family.

Google/Critical Mix, U.S., Google Automotive Loyalty Study, N=944, A18+ completes who have purchased/leased a vehicle in the past 10 years and have switched to another brand as previous lease/purchase, Q4 '17.


Related Data

90%+ of loyal customers still consider at least one other automotive brand in their subsequent shopping journey.

August 2017 Google

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

December 2017 Google/TNS

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

December 2017 Google/TNS

Brands have fewer opportunities to influence customers in person.

December 2017 Google/TNS

of auto shoppers said they could be convinced to buy a car from a 360-degree video without having to test drive the vehicle.

December 2017 Google/Critical Mix

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

December 2017 Google/Critical Mix