In the past, brand loyalty among car buyers was much more pronounced, and it still may be outside of the EV market. On average, about half of people return to the same car company when buying another vehicle. But those looking to buy an
have far fewer options, leading them to perhaps look elsewhere. Steve Majoros, the head of marketing for Chevrolet, told thethat usually car buyers consider price, then manufacturer and model. But the priority for an EV buyer is the electric aspect of the car, so they’ll go where they can to find one.Of course, EV makers are hoping that brand loyalty will kick back in for them—that their customers will return to buy their EVs again and again.
Whether EV companies will be able to conjure the kind of brand loyalty once reserved for legacy automakers remains to be seen. But given the spate of
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