There is an old business adage that it is easier to keep an existing customer than find a new one. It seems many auto makers subscribe to this philosophy. According to recent research conducted by Google Think Auto, approximately 37 per cent of Canadian car buyers are brand loyalists, whereas 43 per cent are brand switchers and the remaining 20 per cent are first-time buyers. While this leaves much room for competition, successfully retaining existing drivers is imperative to any auto maker’s sales strategy.
As a result, more than three-quarters of automotive brands in Canada offer some form of loyalty incentives that are typically available in addition to existing incentives already available to the general public. In order to qualify, customers generally must have someone in their household who owns, finances or leases a vehicle of the same brand when purchasing the new vehicle.