Myths continue to abound that US car brands have suffered a collapse in loyalty. Marketers believe this because they don’t know about the law-like patterns governing loyalty metrics. Put simply, they don’t vary massively between brands, and the variation that does occur depends on marketshare. Detroit has lost share, but it would have had to lose almost all their market share in order for their repeat-rates to plumment. I published an article on this earlier this year, with empirical evidence. Detroit’s real problem is a lack of customer acquisition.
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