Reasons why auto buyers switch brands

I was reading the CapGemini Cars Online 06/07 report and came across this chart about why auto buyers switch brands:

Some of these you may not be able to impact, but there are a couple highly rated reasons you can address when you market to existing customers as they approach the end of their lease or reach the two or three year mark in ownership.

Vehicle Quality/Reliability of Brand: Has the newest model experienced improvements in something you know has been an issue? Vehicle models evolve over time and current owners may not be aware of improvements or additional features that have been added.

It fits my needs: You know how old your customers are. If they were early twenties and single when they purchased their existing vehicle, perhaps they've gotten married and had kids or are expecting them now. Why not suggest several different models of car to show that you're aware that their needs may have changed since the last time they bought a car from you?

Wanted something new/Enjoyment of Vehicle: If you know your current customer purchased a lower-priced car than they wanted last time, why not show them a luxury version? Or perhaps promote a CUV, a sedan and a sporty model to give them a variety to choose from. Make sure they know about advances in features, awards, and even toss in a personal testimonial for each from a customer about why they bought one of those models?

These examples should give you some ideas of how to remarket to existing customers and they may also give you insights you can use to address new customer sales, as well. Especially if you can see the prospective buyer is currently driving a vehicle you don't sell.

In this age of customers taking control of the buying process, it can pay huge dividends to reach out to them and talk about things they say matter to them in the car buying process. Considering only 42% of those surveyed intend to return to the same dealer to buy their next car, it can't hurt.