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EXECUTIVE SUMMARY
- Key issues covered in this Report
- Market context
- Opportunities
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MARKET DRIVERS
- The German economy
- Graph 1: key economic data, in real terms, 2019-24
- Graph 2: financial confidence index, 2022-23
- Entry of foreign car brands
- Legislative and regulatory changes
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WHAT CONSUMERS WANT AND WHY
- Car ownership
- Graph 3: brand of car most recently purchased, by type of car, 2023
- Brand loyalty when buying a car
- Graph 4: loyalty to car brand for last car purchased, 2023
- Graph 5: loyalty to brand at last purchase, by brand of car most recently purchased, 2023
- Graph 6: intention to purchase a car in the next three years, by generation, 2023
- Graph 7: brand loyalty for intended car purchase, 2023
- Important factors when deciding which brand of car to purchase
- Graph 8: consumers who consider reliability to be an important factor when deciding brand of car to purchase, by generation, 2023
- Graph 9: consumers who consider recommendation from friends/family to be an important factor when deciding which brand of car to purchase, by generation, 2023
- Behaviours related to car brand loyalty
- Graph 10: behaviours related to car brand loyalty, 2023
- Graph 11: consumers who would prefer buying a car from a German car brand to buying one from a brand originating from another country, by purchase intention, 2023
- Graph 12: consumers who would rather purchase an electric car from a brand that only makes electric cars than from one that doesn’t, by generation, 2023
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loyalty strategies
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APPENDIX
- Appendix – consumer research methodology and language usage
Stay ahead of the curve and future-proof your business with Mintel’s Germany Creating Loyalty in Automotive Market Report 2023. Our full report is packed with consumer-led market intelligence, German car market trends, and consumer behaviours affecting your industry. Get a 360° view of customer loyalty in the German car market including a growth forecast to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- The impact of inflation on customer loyalty in the German car market.
- Key drivers affecting brand loyalty in the automotive industry in Germany.
- Car purchase intention and future brand loyalty.
- Important purchase factors when choosing a car brand.
- Consumer behaviour related to car brand loyalty.
An Overview of Customer Loyalty in the German Car Market
Mintel’s German car market research shows that established brands face competition from foreign brands that are entering the automotive industry in Germany.
A wider choice of brands and cars for consumers to choose from will make it harder to prove a brand’s value and maintain a loyal customer base.
Brand Loyalty in the Automotive Industry in Germany: What Consumers Want and Why
- The Impact of Inflation on Customer Loyalty in the German Car Market: Inflation is having a mixed effect on car buyers. 79% of consumers are willing to switch from their favourite brands if it saves them money. Others prefer to stick to brands they are familiar with and trust to reduce the risk of higher costs later on.
- Sustainability in the Automotive Industry in Germany: As consumers have more choice of options, they will stick to brands that align with their values. Sustainability is a purchase factor that keeps gaining more importance. 32% of prospective car buyers who plan to buy a different brand consider environmental friendliness to be an important factor in their buying decision. Consumers want more information about how sustainable a car is, presenting brands with an opportunity to acquire new customers by demonstrating the seriousness of their commitment to sustainability.
German Car Market Forecast
- As technology brands enter the German car market and vehicles increasingly become technological devices, established brands will struggle to maintain loyalty, as 42% of Gen Z express interest in purchasing a car from a technology brand.
To learn how to connect with your audience, purchase our Germany Creating Loyalty in Automotive Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Products and Brands Discussed in this Report
Brands: Sony, Apple, Xiaomi, Volkswagen, Audi, Opel, Ford, BMW, Mercedes, Škoda, Renault, Seat, Tesla, Spoticar, Volvo, Hyundai, Polestar, Dacia, Amazon, Porsche, Toyota.
Additional Features Included with Your Purchase
- Interactive Databook: Each Databook is provided as an interactive website where you can deep dive into our consumer research data on your chosen topic so you can draw your own conclusions.
- Custom PowerPoints: Incorporate our consumer research data into your own work so you can win over your clients and stakeholders. Select insights from your report to create a custom presentation that is ready to download in minutes.
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- Mintel’s Clients Portal: Our portal provides instant access to actionable analysis, podcasts, and trend pieces relevant to your industry that are published almost daily, as well as our annual Global Consumer Trends. You can also browse our extensive catalogue of market research reports.
Expert Insights on Customer Loyalty in the German Car Market
This report, written by Venkatesh Modi, Research Analyst, delivers in-depth commentary and analysis to highlight German car market trends and add expert context to the numbers.
Download Report SummaryAs competition in the German car market intensifies, brands can build and maintain loyalty by demonstrating value and proving the authenticity of their brand’s values.
Research Analyst – Automotive, Germany
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