In a review from Edmonds.com analyzing data from the first 9 months of 2016, the loyalty level for truck owners purchasing another truck was at 74%.
What I found interesting was the significant drop-off in other segments as vans came in at 52% with compact SUVs sitting third at 47%. It hardly seems necessary to mention that every car segment continues to lag behind these numbers.
The lesson to be learned from the above trends is two-fold:
- the necessity of staying in contact with your owner body through the course of ownership and building loyalty to your dealership, and
- attracting a new following based on the lack of brand loyalty.
In other words, your efforts are sowing seeds to increase your crop of shoppers, those you know and those who are looking. There is a new crop to be harvested every day.