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Toyota and Mazda drivers most brand loyal; Have the luxury brands lost their lustre?

Source: Roy Morgan Single Source Australia, July 2018 – June 2019 n=4,826. Base: Australians aged 14+ intending on buying new car in next four years.
Three years ago loyalty was clearly greatest among luxury brands like BMW and Mercedes. Today, new data from Roy Morgan reveals that of Australians (aged 14+) looking to purchase a new car in the next four years, six-in-ten of current Toyota and Mazda drivers are intending to purchase the same brand, which are the highest loyalty ratings of any manufacturer.

Toyota and Mazda’s loyalty ratings are followed by Subaru, Mercedes-Benz, Volkswagen, BMW, Hyundai, Honda, Lexus, Audi, Mitsubishi, Nissan, Ford and Holden.

Eight of the ten non-luxury manufacturers increased their loyalty rating from three years ago. The largest improvement was by Mitsubishi, climbing from 28.4% in 2016, to 41.8% this year. The sharp increase has allowed Mitsubishi to climb from fourteenth position overall to eleventh, in the space of three years.

Unlike non-luxury vehicles, luxury brands have seen declines in loyalty ratings when compared to three years ago. Because Mercedes-Benz has managed to limit its decline to only 3%, it has recorded the highest loyalty rating of the four luxury brands as on June 2019.

These are the latest findings from the Roy Morgan Single Source survey derived from in-depth face-to-face interviews with 1,000 Australians each week and over 50,000 each year.

Ranking car manufacturers by car owners who intend on purchasing the same brand as they currently drive

Source: Roy Morgan Single Source Australia, July 2018 – June 2019 n=4,826. Base: Australians aged 14+ intending on buying new car in next four years.

What else do we know about people intending on buying a Toyota or Mazda?

Women (51%) are more likely than men (49%) to be looking at buying a Mazda, whereas the reverse is true for Toyota, with men (55%) being more interested than women (45%).

Mazda intenders are 85% more likely than the average Australian to be placed in the Visible Achievement Roy Morgan Value Segment, whereas Toyota intenders are 62% more likely to be placed in Real Conservatism

Only 30% of people intending on purchasing a Mazda believe the government is doing a good job at running the country, compared with 40% of those intending on buying a Toyota. 

And 82% of likely Mazda buyers are optimistic about the future, and 59% of likely Toyota buyers watch news on TV to keep them up-to-date.

Michele Levine, CEO of Roy Morgan, says:

“Brand loyalty in the car industry is an important indicator for two reasons. First, it provides a signal to manufacturers about future buying trends. And second, it is perhaps the most valuable form of feedback that a consumer can give. 

“Toyota and Mazda have been near the top of customer loyalty ratings for a few years now, with both recording impressive growth over the same period. While this result would be pleasing for both car manufacturers, they would no doubt be aiming to increase these numbers even further.

“Luxury car brands appear to be losing loyal customers. The proportion of current drivers intending on purchasing the same luxury brand again has decreased over the past few years. Combining this data with Roy Morgan’s automotive satisfaction ratings would provide a more wholesome picture of what seems to be happening in the luxury car market.”

View the Automotive Currency Report, or profiles of Australians intending to buy certain makes of vehicles, such as Holden, BMW, Mazda and many more.

For comments or more information please contact:
Roy Morgan - Enquiries
Office: +61 (03) 9224 5309

About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%