Do You Love Your Car?
It's a known fact -- Ford truck drivers hate Chevy people, and Chevy truck drivers hate Ford folks. Some people will only buy a Toyota or Honda, for example, even if other car companies have higher ratings or better prices. And in many cases, once you get a BMW or Mercedes, there's no other car for you.
Why do people love their cars so much? How can other car companies tap into that loyalty to improve their customer relationships?
In today's issue of 1to1 Weekly, we highlight new research that shows that relationships with car companies can be affected -- negatively or positively -- by how that company treats its customers. It helps shape the brand image, which is the basis for people's love affairs with their cars.
One big insight is that the dealership plays a huge part in making or breaking a relationship, and in many cases the manufacturer is powerless. I've had bad service encounters at dealerships that have turned me off to a brand completely. And most recently, over-aggressive sales staff at another dealership inundated me with "relevant" emails pushing me for a test drive. Good intentions, but poor execution. The research shows that simple things like free car washes, oil changes, or even simple personal attention can go a long way to strengthen a relationship.
What do you think car companies can do to build loyalty? Do you love your car? Do you love your car company? Why or, more importantly, why not?
