German car brand loyalty: BMW leads as prices stay premium
BMW tops German brand loyalty as buyers value reliability and service
German car brand loyalty: BMW leads as prices stay premium
New mobile.de data: BMW leads brand loyalty among German drivers, while Mercedes and Audi fetch higher used-car prices. Buyers value reliability and service.
2025-09-17T15:41:01+03:00
2025-09-17T15:41:01+03:00
2025-09-17T15:41:01+03:00
A fresh report from mobile.de, analyzed by SPEEDME.RU, confirms that among German motorists, BMW owners remain the most loyal to their brand. Nearly 47.1% of drivers said they would choose a car with the blue propeller badge again for their next purchase. Mercedes-Benz (44.8%) and Audi (43.2%) follow, while owners of Suzuki and Smart are more inclined to switch brands.The study also highlights shifting priorities. Beyond brand image, sustainability and reliability are gaining weight. Leaders here include Polestar, Volvo, and Toyota: Polestar for environmental performance and Volvo for longevity, with an average mileage of over 120,000 km. The trend is clear—buyers increasingly look past the logo to what the car delivers day to day.In the premium segment, Porsche stood out: 37.6% of customers noted the high level of service and consultation. Mercedes and Audi posted more modest results yet still ranked among the leaders for service quality. Aftersales clearly matters when owners weigh their next move.The average price of a used BMW in Europe in July 2025 came in at 24,902 euros—6.3% above the market average. Audi and Mercedes were pricier still, at 27,645 and 30,551 euros respectively. On Germany’s used-car market, Mercedes accounts for 12.3% of listings, BMW 9.3%, and Audi 8.4%. The pricing gap over the average underscores the premium these badges continue to command.Overall, the research shows that buyers now value not only prestige and performance but also reliability, environmental responsibility, and the quality of customer service—factors that increasingly shape brand loyalty.
BMW brand loyalty, German drivers, mobile.de report, Mercedes, Audi, used car prices, premium segment, service quality, sustainability, reliability, Polestar, Volvo, Toyota, Porsche, German market
2025
Michael Powers
news
BMW tops German brand loyalty as buyers value reliability and service
New mobile.de data: BMW leads brand loyalty among German drivers, while Mercedes and Audi fetch higher used-car prices. Buyers value reliability and service.
Michael Powers, Editor
A fresh report from mobile.de, analyzed by SPEEDME.RU, confirms that among German motorists, BMW owners remain the most loyal to their brand. Nearly 47.1% of drivers said they would choose a car with the blue propeller badge again for their next purchase. Mercedes-Benz (44.8%) and Audi (43.2%) follow, while owners of Suzuki and Smart are more inclined to switch brands.
The study also highlights shifting priorities. Beyond brand image, sustainability and reliability are gaining weight. Leaders here include Polestar, Volvo, and Toyota: Polestar for environmental performance and Volvo for longevity, with an average mileage of over 120,000 km. The trend is clear—buyers increasingly look past the logo to what the car delivers day to day.
In the premium segment, Porsche stood out: 37.6% of customers noted the high level of service and consultation. Mercedes and Audi posted more modest results yet still ranked among the leaders for service quality. Aftersales clearly matters when owners weigh their next move.
The average price of a used BMW in Europe in July 2025 came in at 24,902 euros—6.3% above the market average. Audi and Mercedes were pricier still, at 27,645 and 30,551 euros respectively. On Germany’s used-car market, Mercedes accounts for 12.3% of listings, BMW 9.3%, and Audi 8.4%. The pricing gap over the average underscores the premium these badges continue to command.
Overall, the research shows that buyers now value not only prestige and performance but also reliability, environmental responsibility, and the quality of customer service—factors that increasingly shape brand loyalty.
