US Loyalty Rates

[mellowthecat]

Loyalty rate definition: “the percentage of households that, when returning to the market to acquire a new vehicle (either by purchase or lease), choose the same make, model, or manufacturer as their previous vehicle”

Source: S and P Global

pulled this from r/Rivian. It seemed to spark a debate and a lot of copium. I don't think these number tell the full story as there are, "lies, damned lies, and statistics." But it is interesting that Lucid and Polestar are ahead of Rivian, some of the contribution to the statistic is they have been around a couple years longer

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[Hereforthesnacks]

Need a little more context on this one. I suppose, on initial look, it doesn’t surprise me. Of the dozen folks I know with an R1 (mostly R1S), every one is letting the lease expire and moving on. Some are getting a Volvo. Some Audi. Some BMW. Most thought of the R1 as an experiment that was fun for a while. Some loved the car but couldn’t deal with build quality.

But, again, need some more context on these numbers.

 

[Nixapatfan]

I'm not loyal to any brand, I just buy what I like and I'll never buy the same thing again and again.

With Rivian I'm sure that is the problem there is no other product yet other than a slightly refreshed version of the same truck.

Lucid numbers are probably people trading in for the Gravity, I'm sure Rivian numbers will go up with people trading down to R2.

 

[Golfer04]

I think the aforementioned build quality is the issue. I've said this before, but I'm on my fourth R1T and they all have had rattles & noises my other vehicles don't have. Our Lexus TX cost 30,000 less than my Tri and iphone decibel reading is 10 lower in the TX. For me the T is the perfect size so will keep them, but if an alternative gas or EV pickup with same cabin comes available I'm trading. At some point you get tired of it.

 

[Nixapatfan]

The most shocking number I see there is for Mini, that has got to be a typo or missing data. Not a single person returned to the brand in 2 years for a brand that offers several models?

 

[Great Gatsby]

Agree with what everyone is saying. I still love Rivian. I do miss my R1S.

However - I don't want something similar in my next car. I want more luxury. Several which Rivian does not offer and likely won't as their brand ethos is adventure over amenities. That is fine, but at the price of the R1S, I want to be pampered a bit more.

I am sure this will change when the R2 and R3 come along. At that price point, I can see people going back to trade in for more power, range, etc.

 

[electruck]

there's also the issue that a lot of R1 owners who might be looking to replace an early build are now looking at paying $20k+ more than they did originally which, financially or mentally, may be too much of a stretch. and then there are people like me, 3+ years into ownership of my LE, who have no plans to trade any time soon which does not even factor into this definition of customer loyalty.

 

[jackfu]

The most shocking number I see there is for Mini, that has got to be a typo or missing data. Not a single person returned to the brand in 2 years for a brand that offers several models?

Mini is struggling. In the era of larger and larger cars, their whole identity is being challenged. I hope they don’t die, but I think they’ll at most be a niche choice (the mini coopers). The countryman is a whole other discussion

 

[jackfu]

I got rid of my R1S and did not get another Rivian primarily because third row access became an issue without the center pass through option. I would have gone with another R1S if they offered captains chairs.
Secondary reasons include suspension that my passengers, especially in the rear did not enjoy.
Tertiary reasons include the terrible rattling tin can noises when the car goes over the roads around here.

 

[mkg3]

Must be a function of new models. If you look at Tesla, the new Model Y probably is the reason why older Teslas are traded in for new. The data for Ford, I assume is dominated by F150 replacement cycle and Lucid is due to Gravity being introduced.

The Rivian numbers will go up once R2 is released publicly. There are some exceptions though. Long-term brand loyalty exists for BMW, MB and Porsche regardless of new model introductions, as well as those impacted brands where the demand outweighs supply significantly (e,g., Ferrari).

 

[SANZC02]

I think one issue that skews this numbers in a poll like this is that a lot of people that have purchased a Rivian have not made another vehicle purchase since.

I bought my R1S in January 2023, will not make another purchase until the R2.

The brand just has not been out long enough and sold enough to really add any true value to the repurchase brand loyalty number.

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