Quote:
Originally Posted by bofa
That article fails in so many ways...
The first paragraph says...
And the second says...
The article is based on how many current owners shopped the same brand in the first quarter of this year. Shopped, not bought. I can't tell you how many cars I've shopped and never would actually buy.
No doubt Hyundai is gaining ground. I still can't justify that large of a purchase with them yet, but that's me. There are too many alternatives, especially as their prices have slowly crept up alongside their notoriety.
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I agree and disagree with you. At first I thought the article proved nothing, but after rethinking it I think it actually says a lot. I think they're emphasizing the wrong percentages.
I, just like you, am a perpetual test driver. I do a lot of car shopping whether I am in the market for a car at that time or not...but that statistic shouldn't be the point. What is impressive about these percentages is how Hyundai scared off fewer of their customers than the competition did theirs.
For Hyundai, 52.3% of Hyundai owners looked at other Hyundai vehicles when it came time to buy something new to replace their current vehicle. That's great and all, but the number to look at is 47.7% of Hyundai owners didn't even humor the idea of being a repeat customer. Compare that to Honda and Toyota. 50.3% of Honda customers and 52.3% Toyota customers didn't even humor the idea of being a repeat customer.
TLDR; Hyundai scared off 47.7% of their current customers. Honda scared off 50.3% of their current customers. Toyota scared off 52.3% of their current customers. Pretty impressive IMHO.