Detroit does not have a retention problem
29/10/09 01:46
Myths continue to abound that US car brands have suffered a collapse in loyalty.
Myths continue to abound that US car brands have suffered a collapse in loyalty. Marketers believe this nonsense because they don't know about the law-like patterns governing loyalty metrics. Put simply loyalty metrics don't vary massively between brands, and what variation there is depends on marketshare. Detroit has lost share, but US car brands 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.
