Individuals most brand loyalty to Mazda, Toyota and Volvo

In the Netherlands, an average of 68 percent of new car buyers stick to the brand they drive for. Mazda drivers take the cake: 83 percent of private customers in 2019 already drove a car of that brand.

Automotive Management reports this on the basis of figures obtained by research agency EDM. That agency has the so-called Branswitch model under its wing, whereby its own data is combined with that of the RDW. In 2019, the brand loyalty of Mazda drivers appears to be the greatest of all car brands. No less than 83 percent of the buyers of a new Mazda already had a car of the same brand on their doorstep. This percentage increased by 7 percent compared to a year earlier. Toyota lands in second place with a customer base with 80 percent holding on to the brand. However, it is the biggest riser of all compared to a year earlier, because in 2018 it was still 71 percent of Toyota buyers. Volvo closed the top-3 with a percentage of 78 percent of private customers who previously drove that brand.

Another big riser is Mercedes-Benz, which sees its percentage increase by 7 percent. Still, with a total of 68 percent, the German premium brand only has to rank eighth. Apparently more new customers are knocking on the door at Opel, Renault and Citroën, because the number of customers who also drove a car of the same brand for these brands is falling. Opel recorded the largest decrease of 6 percent.

We also looked at which brand private individuals might switch. People who previously drove a BMW most often switch to a Volvo. Citroen drivers remain in the French corner and in most cases buy a new Renault, the same applies to drivers who previously drove a Ford. People who now drive a Nissan, Opel or Peugeot are also likely to buy a Renault. Anyone who has just finished his Renault will visit a Kia dealer. People with a Volkswagen apparently want a bit more sportiness in the future, because in most cases they switch to a Seat.