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.

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Related Data

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

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