A Dutch study has revealed interesting differences in brand loyalty between Asian and European, mainly premium, brands. The study was conducted by ikwilvanmijnautoaf.nl – translated as ‘I want to get rid of my car’ – a Dutch website that helps people sell their car quickly and hassle-free.

Analysis of data from 250,000 vehicles registered in the Netherlands between 2021 and 2024 shows that the ownership period of new cars varies considerably by brand. For example, owners of Asian brands, such as Toyota, Honda, and Suzuki, appear to keep their vehicles for significantly longer on average than drivers of luxury or premium brands, including Porsche and Tesla.

Brand loyalty

Toyota leads the pack in brand loyalty and longevity. Toyota owners keep their cars for an average of 1,860 days before trading them in. Honda comes in second with an average ownership period of 1,703 days. 

At the other end of the spectrum, we see significantly shorter ownership periods for premium and luxury brands. Porsche owners switch cars relatively quickly, with an average ownership period of only 993 days (slightly longer than 2.5 years). Tesla and Mercedes-Benz also show faster turnover, at 1,001 days and 1,132 days, respectively.

And what about the middle group? Interestingly, brands like Volkswagen (1,361 days, 3,7 years) or Peugeot (1,406 days, 3,9 years) position themselves between the loyal Asians and volatile premiums.

Arguments

Loyal fans of Asian brands like Toyota, Honda, Suzuki, Kia, and Hyundai often report that their cars are “reliable” and have “low maintenance costs.” They find them “good value for money” and speak of a “positive long-term experience.” They would choose the same brand again because the car “just does what it’s supposed to do”.

Premium brands also have their loyal followers, but usually for different reasons. They cite “emotional connection, brand experience, and performance” as the main reasons. Yet their loyalty is much less stable. Premium drivers switch more often within the premium segment, and lease drivers switch brands more quickly per contract cycle.

The research also points to a generation gap. While older drivers opt for safety and reliability, younger buyers often see their car as an extension of their lifestyle that needs to be regularly updated.