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New survey highlights German brand loyalty and a ‘back to the future’ trend

A new survey by shows that less than 34% of owners intend to remain loyal to their existing brand for their next car purchase.

Looking at brand loyalty marque by marque, the survey of 600 drivers across the UK revealed that Mini is top of the class, enjoying a commanding 62% score. BMW came second with 59% allegiance, followed by Audi at 36%.

Interestingly, the survey also revealed a ‘back to the future’ trend among drivers, with 24% saying their next car will be the same brand they first owned.

Dermot Kelleher, head of marketing at, commented: “This figure is baffling. It either means that drivers are genuinely harking back to their ‘first love’, or simply admitting that the ‘grass was not greener’, and reverting back to a brand they know and trust.

“Dealers with reliable databases might consider campaigns based on the ‘come back home’ theme to harness this trend.”

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