How important is brand loyalty when creating customers who are loyal to your dealership?

Mike Gorun
A recent article in Automotive News ( cites a brand loyalty study conducted by Experian Automotive. Toyota has re-captured the top spot in U.S. customer loyalty for the first time since 2009, edging out General Motors, Ford, Hyundai-Kia and Honda. What percentage of your customers come to your dealership because of the brand you sell? What makes them loyal to your brand? Are these customers more or less likely to sign up for a loyalty program at your dealership? Do you think brand loyalty is important for creating more customers who are loyal to your dealership brand?

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