Is brand loyalty dead? 80 car makers do battle as customers break habits

A rule of business is that it is cheaper to keep a customer than find a new one.

It’s also a rule today’s car manufacturers and their dealers ignore at their peril, especially now there are so many new car brands tempting previously loyal customers to switch. Not long ago, motorists stuck to one brand for almost their entire lives – motorists like David Franklin, who in 2022, and at the age of 84, bought his 55th Fiat.