Over 80% CarMax customers show no brand loyalty; loyal customers want Lexus, SUV models

The 2016 Lexus RX 350. Photo courtesy of automaker.
Not only does transaction data show what brands CarMax buyers are most loyal to, a look into their individual buying patterns shows that most customers aren’t very loyal to their car brands at all.
Despite finding that Lexus, followed by Mercedes-Benz and then Ford, have the most loyal drivers among its customers, CarMax found that most customers aren’t particularly attached to a specific brand.
Among drivers who traded in a car, only 19.4 percent continue on with that same brand in the future, compared to a little over 80 percent who don't, according to the company.
While most CarMax shoppers don't purchase the same brand as their trade-in, some do. Here's a list of the 10 brands with the highest repurchase rate at CarMax:
- Lexus, 30.4 percent percent
- Mercedes-Benz, 28.3 percent
- Ford 26.1 percent
- Cadillac, 24.7 percent
- Toyota, 24.6 percent
- BMW, 23.5 percent
- Chevrolet, 22.5 percent
- Porsche, 21.5 percent
- Infiniti, 20.6 percent
- Nissan, 20.6 percent
CarMax said that it examined all customer transaction data recorded between Jan. 1, last year through Dec. 31.
While Lexus, Mercedes-Benz and Ford have the most loyal CarMax customers, Volkswagen, Mazda and Volvo brands carry the least amount of loyal CarMax owners, according to the company.
Moreover, the used-car retailer also found that a Lexus vehicle owner is four times more likely to buy another Lexus from CarMax than a Volkswagen owner is to buy another Volkswagen.
The year-long data from 2017 shows that the most repurchased vehicles models are the Chevrolet Corvette, Lexus RX 355, Dodge Ram 1500, Lexus ES 350 and Ford F150. A little over 30 percent of Corvette owners purchase another Corvette from CarMax, according to CarMax.
Meanwhile, CarMax also looked at consumer loyalty to vehicle segments and found that sport-utility vehicles are the most re-purchased vehicle body style type overall.
According to the company, 61 percent of CarMax SUV segment owners end up purchasing another SUV, while just 5.9 percent of two-door hatchback owners and 8.7 percent of two-door truck owners end up making a repurchase of that same body style.
Furthermore, the sedan segment has the second highest repurchase rate at CarMax (47.5 percent).