Owners of hybrid cars are a loyal bunch according to a recent report from Experian Automotive. Experian, best known to consumers as a VIN history retailer similar to Carfax claims the market for hybrid cars has increased 130 percent from 2005 through the first six months of this year. Consumers having previously purchased a hybrid often choose another. In fact, 47 percent of consumers choose another hybrid car from the same manufacturer, while 18 percent choose the same hybrid make and model they previously owned.
Of all hybrid car brands, Toyota owners are most loyal, particularly Prius owners. 51 percent of Toyota owners stay within the Toyota brand when shopping for another hybrid vehicle. One in four replaces a Prius with another Prius.
Additionally, the study finds that full-size pickup truck buyers remained the most loyal in terms of choosing a new vehicle from the same segment, even if it wasn’t from the same manufacturer. Thirty-three percent of pickup buyers chose another full-size pickup. The average loyalty rate within a segment was 21 percent.
Data for this report considered vehicle sales in January 2007 to March 2008. Experian research concluded that hybrid car manufacturers have a clear advantage in reaching and keeping the more loyal vehicle buyers on the road today.
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