Priceonomics:

Using our (CarMax) data, we explored which cars people own at trade-in and what they purchase as their next car. Do they stay with the same brand or not? Are people loyal to the same type of car they used to drive (i.e., do SUV owners keep buying SUVs or do they switch to sedans)?

Based on our data, we found that the brand with the most loyal owners is Lexus, followed by Mercedes-Benz and then Ford. The brand with the least loyal owners is Volkswagen, followed by Mazda and Volvo.

I found this fascinating. As someone who doesn’t own a car and doesn’t really care about cars, I had no idea that brand loyalty was so low in this market. No wonder the advertising around it is so prevalent and forceful. Customers are ripe for changes.