One and Done: Study says most hybrid drivers don’t buy another

April 9, 2012 by · Leave a Comment 

Filed under: Car Buying , Hybrid , Etc. , Toyota How much do hybrid drivers really, truly like their cars? According to R.L. Polk, not all that much – at least not in 2011. Polk has released a new hybrid loyalty analysis that concludes that only 35 percent of people who bought a hybrid bought another one last year. The data comes from car purchases made in 2011, and Polk found that Toyota Prius drivers are the most loyal, both to the gas-electric technology and to Toyota itself. Sixty percent of Toyota hybrid owners bought another vehicle from the automaker, even if it wasn’t a hybrid. A recent J.D. Power Customer Retention Study found that the average brand loyalty was 49 percent, but that doesn’t take powertrains into account. According to Polk, forty-one percent of Toyota hybrid drivers choose to buy another hybrid (from any brand).

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2012 Toyota Prius C hybrid - front three-quarter view, orange

How much do hybrid drivers really, truly like their cars? According to R.L. Polk, not all that much – at least not in 2011.

Polk has released a new hybrid loyalty analysis that concludes that only 35 percent of people who bought a hybrid bought another one last year. The data comes from car purchases made in 2011, and Polk found that Toyota Prius drivers are the most loyal, both to the gas-electric technology and to Toyota itself. Sixty percent of Toyota hybrid owners bought another vehicle from the automaker, even if it wasn’t a hybrid. A recent J.D. Power Customer Retention Study found that the average brand loyalty was 49 percent, but that doesn’t take powertrains into account.

According to Polk, forty-one percent of Toyota hybrid drivers choose to buy another hybrid (from any brand). Interestingly, when Polk took out these Toyota buyers from their results, hybrid loyalty rates dropped to “under 25 percent. However, in our book that’s kind of skewing the numbers, since most hybrids sold in the U.S. are built by Toyota. When looking only at Honda hybrid drivers, for example, 52 percent bought another Honda and “just under 20 percent” purchased another hybrid (from any brand). The in-brand loyalty, says Brad Smith, director of Polk’s Loyalty Management Practice, shows that hybrids “can certainly give a brand a competitive edge when it comes to attracting new customers.”

What’s perhaps most interesting is that changes in gas prices, “had little impact on hybrid segment loyalty,” according to Polk. In the company’s quarterly hybrid analysis from 2008 through 2011, loyalty rates ranged from 26.4 to 41.8 percent, but spent most of the time in the 30s. See more details of the study in the official Polk press release by scrolling below.

Continue reading One and Done: Study says most hybrid drivers don’t buy another

One and Done: Study says most hybrid drivers don’t buy another originally appeared on Autoblog on Mon, 09 Apr 2012 10:45:00 EST. Please see our terms for use of feeds.

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