STICK OR TWIST? 6 IN 10 UK DRIVERS PLAN TO STAY WITH THEIR EXISTING CAR BRAND WHEN CHANGING CARS, WITH TOYOTA AND TESLA TOPPING THE LIST
February 07, 2025 by Iain Reid
Car changing is a big deal
- A new survey of 23,000 UK car owners reveals that 6 in 10 (60%) intend to stick with their existing car brand when changing cars – with Toyota, Tesla, Lexus, Subaru and Kia featuring as top five car brands drivers will stay loyal to
- Toyota steals the show for the highest volume of returning UK customers, according to Carwow, the online car changing marketplace
- A positive experience with the brand in the past, a strong reputation and safety credentials are noted as the top three reasons for returning customers
Toyota owners are the most ‘brand loyal’ UK drivers, with three quarters (75 per cent) admitting when it’s time to change car, they’ll go for another model from the popular Japanese manufacturer.
New analysis from online car changing destination Carwow has revealed that the majority of UK car owners (60 per cent) intend to stick with the same car brand when they change cars, even if they go for a new model, with two in five (40 per cent) opting to change to a different make altogether.
The data comes from Carwow Group’s annual Driver Power Survey – a poll of 23,000 UK car owners across the last three years – and reveals that while as a general rule, UK drivers are loyal to the brands they know, some brands have more dedicated followings than others.
In the case of Toyota – in first place for brand loyalty – it comes down to positive prior experiences with the brand, cited by 85 per cent of those who plan to upgrade into another Toyota when the time comes.
Tesla comes in second for brand loyalty, with just under three quarters (73 per cent) of drivers sticking with the brand because of the reputation it’s built for staying ahead on innovation.
Lexus drivers are the third most loyal to the car brand – with 7 in 10 (68 per cent) returning to the same brand – driven by a positive experience in the past and its strong reputation as the leading two motivations behind returning customers.
And Subaru car owners are the fourth most loyal, with more than two thirds (67 per cent) favouring the brand because of its solid safety credentials.
| Brand | Owners Buying Again from the Brand | Top Three Reasons Why |
|---|---|---|
| Toyota | 75% | – A positive experience in the past (85%) – The brand has a strong reputation (40%) – The brand has a reputation for safety (36%) |
| Tesla | 70% | – A positive experience in the past (80%) – The brand is innovative (72%) – The brand has a reputation for safety (55%) |
| Lexus | 68% | – A positive experience in the past (83%) – The brand has a reputation for safety (39%) – The brand has a strong reputation (33%) |
| Subaru | 67% | – A positive experience in the past (89%) – The brand has a reputation for safety (59%) – The brand has a strong reputation (47%) |
| Kia | 67% | – A positive experience in the past (83%) – The brand has a strong reputation (48%) – The brand has a reputation for value (42%) |
The Driver Power survey results chime with Carwow’s own platform data, which reveals the Kia Sportage and Tesla Model Y were in the top three most searched models throughout 2024.
For Toyota specifically, the Yaris Cross and Toyota Yaris Hybrid were the most popular models for the Japanese manufacturer.
Tesla’s Model Y and Model 3 feature as the most in demand models for Tesla, and the Lexus LBX and Lexus NX Hybrid for Lexus respectively.
The platform data also shows certain Toyota and Lexus models trending year-on-year between 2023 and 2024 – with searches to Toyota’s Proace Verso and the Lexus LBX up by 3,500% and 1,200% for respective models.
Iain Reid, Head of Editorial at Carwow, commented: “Car changing can be life changing – whether you’re upgrading to make space for a new baby, a new pet or a new chapter in your life.
“Drivers will be informed by their own previous experiences, including their perceptions of brand reputation and safety credentials – all of which will inform their decision to repeat a purchase with their existing car brand.
“It’s understandable that drivers often prefer to stick to what they know rather than gamble on something new – but it is always worth being open minded and reading real customer ratings and expert reviews. Going for something different can be exciting – and might well better serve your needs.”
For more information, visit: https://www.carwow.co.uk/sell-your-car