The new Range Rover boasts the highest owner loyalty rate of any vehicle in the world, according to a new study from S&P Global. From January to April 2023, 41.1% of Range Rovers were sold to someone who already owned one, edging out perennial favorites like the Ford F-150 and Tesla Model Y.
This isn’t an unusual trend for Range Rover, where there are customers who have been buying new vehicles regularly since 1987. As many readers will know first-hand, there’s an intangible quality to owning a Land Rover of any sort, something where the full experience surpasses any single element of why we love owning and driving them, driving us to keep buying them.
A part of the reason for the Range Rover’s loyalty statistics is the new fifth-generation model, which has been a little slow getting into customers’ hands due to the supply chain and semiconductor shortages. As production numbers are ramping up, more people are getting their hands on their next all-new Range Rover than a year ago when deliveries were just starting. That means that the current owner conversions are starting to pile up in 2023, where in a more normal time they would have been more dispersed over the sales period so far.
The new Range Rover sales have pushed Land Rover’s overall loyalty percentage to 38.9%, which is 9.5% higher than last year. That’s remarkable considering the shifts that the model lineup has made in the past few years. Defender has only been on the market for three years, and it’s only now that we could expect a significant number of devoted early-adopter Defender owners to be looking to get a new model. Discovery 5 has not generally been a major loyalty seller.
The relatively low volume of the Range Rover compared to the other two vehicles that are just behind it in the stats does impact statistics more – there are probably more repeat F-150 buyers in 2023 than Land Rover sales overall all year. Tesla buyers tend to buy repeatedly as they are committed to the Tesla charging ecosystem, as well as an intangible quality about the brand that drives them back similar to Land Rover owners.
But for any of us who have a garage full of Land Rover vehicles from across the eras, the inclination to just keep buying more Land Rovers makes all the sense in the world.
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