Legacy carmakers face brand loyalty challenges as EV competitors emerge

Competition from emerging EV manufacturers means brand loyalty can no longer be taken for granted, according to a survey of over 5,000 European car buyers. 

Research by European online classified group Adevinta reveals significant shifts with the EV transition levelling the playing field.

It reports that while brand reputation remains crucial in purchasing decisions – with 45% of respondents citing it as the top consideration and 31% historically buying vehicles from the same brand – many consumers are willing to switch brands.

For instance, 28% are more likely to purchase an EV from a new or unfamiliar brand compared to a petrol or diesel vehicle.

Barriers to adoption like battery range, affordability, and availability are prompting consumers to consider unfamiliar brands.

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