Market Insight: VW wins back customer loyalty
Return to form: Volkswagen has regained top position among mainstream car companies in terms of brand loyalty, three years after losing the mantle as a direct result of the global diesel emissions scandal.
New Roy Morgan survey data places Volkswagen back on top for brand loyalty
15 Oct 2018
By TERRY MARTIN
- Volkswagen appears to be rebuilding its standing with Australian car buyers following the diesel emissions cheating scandal that hit in 2015, reclaiming top spot in the brand loyalty stakes among mainstream brands in Roy Morgan’s Automotive Currency Report for the June quarter.
- Based on the research firm’s ‘single source’ surveys, which are based on approximately 1000 interviews conducted each weekend, the latest data shows that of those respondents (in June) who identified as VW drivers and said they were planning to purchase a new vehicle in the next four years, 61.5 per cent indicated that they would look to buy from the same brand.
