4 out of 10 drivers stay loyal to their brand

AARTSELAAR – That at any rate is the conclusion from a survey by leasing company Alphabet Belgium on brand loyalty in new orders.

The average brand loyalty among drivers of a company car from Alphabet is 41%. In concrete terms, that means that four out of ten drivers go for the same make when ordering a new vehicle.

The five most popular brands are Volkswagen (50%), Renault (49%), Mercedes (47%), Audi (47%) and, top of the list, BMW with 56 percent. This is striking, because no less than four of the five brands are German, mainly premium, manufacturers. "Not entirely surprising," according to Marc Vandenbergh, Director Sales & Marketing. "When choosing a leased car, the rational aspects are increasingly more often taking precedence over other considerations. Manufacturers who launch new more compact models on the market with improved CO2 emissions are reaping the benefits of this. After all, lower CO2 emissions mean lower (taxable) Benefits in Kind."

The survey also reveals that when drivers consider another brand, it is usually from among the same top five, supplemented by Volvo.

The survey was conducted on the basis of the top ten brands that obtained the most new orders in 2013. This covers about 90% of the total number of new orders. Alphabet is in fourth position on the Belgian leasing market with a fleet of 35,000 vehicles.

Brand loyalty with Alphabet*

Brand

Percentage

BMW

56

Volkswagen

50

Renault

49

Mercedes

47

Audi

47

Peugeot

41

Volvo

38

Ford

37

Citroën

31

Opel

16

Average

41

*repeat orders 1st semester 2013

Download PDF

About Alphabet

Alphabet is a provider of business mobility in Europe. As such it helps companies to manage their corporate mobility in an economical and sustainable way. Founded in 1997 as a fleet management division of BMW Group, Alphabet has gathered extensive knowledge in fleet management and leasing. Based on this know-how the company creates innovative and flexible business mobility solutions that fit customers’ needs. One example is the Corporate CarSharing scheme AlphaCity. Alphabet has more than 500,000 cars of all makes under contract and is ranked fourth in the market. It offers a wide range of products and services including consulting, financing and car-related services, as well as comprehensive management programmes for corporate fleets. Alphabet has its headquarters in Munich, Germany, and is represented in 19 countries. For more information, please visit www.alphabet.com.

Contact

For more information, please contact: Ann Massart, Press Relations, Alphabet Belgium 03/459.59.71 or ann.massart@alphabet.be