Hybrid Buyer Loyalty And Other Oddities

Loyalty means a lot, and apparently it means more to hybrid buyers than buyers in other automotive classes. According to data compiled by Experian Automotive, nearly half of all hybrid vehicle buyers replace a hybrid with the same make. In comparison, only 35% of car buyers overall do that.

Until now, there hasn't been a wide range of choice among hybrid vehicles, so it's entirely possible that what is perceived as "brand loyalty" might actually be "concept loyalty." A study conducted earlier this year also showed that car buyers who opt for hybrids are 78% more likely than the general population to be highly creative and imaginative, leading some marketers to speculate that certain segments of the population are "pre-disposed" to buying hybrids because they "fit" the buyer's lifestyle and appeal to their creative side.

Automakers have long known that new car buyers tend to replace a vehicle with one that shares the same vehicle class. According to statistics compiled by RL Polk, that behavior carries through in hybrid vehicle purchases. In this case, replacing a hybrid with a hybrid is nothing new, but that behavior could also explain the long-standing popularity of SUVs among the general population, and why the automakers are working hard to provide hybrid SUVs that offer good gas mileage compared to their conventional counterparts.

When it comes down to it, automobile purchases can also be looked at along gender lines. A recent study - also conducted by Experian Automotive - shows that car buyer behavior could be classified by the gender of the buyer. The study showed that the decision to purchase a car was a strongly emotional one for men, while women based their decisions largely upon the cost to acquire and operate the vehicle. In addition, women were more likely to hold onto a vehicle longer than men were. Male car buyers were more influenced by a vehicle's reliability, its make and model and the way the car fit their personal image, while women were more influenced by the car's operating costs, initial purchase price, and their ability to finance their purchase.

True to form, women account for slightly higher hybrid registrations (38%) than conventional vehicle registrations (36%), so don't be surprised if marketing campaigns for new hybrid vehicles make a strong appeal to female car buyers, who apparently do their homework before they go shopping.

Photo Credit: Lynne Lancaster