Brand Loyality

Perhaps no other product inspires stronger brand loyalty than automobiles. My father, for instance, was a “Ford” man. Every vehicle he ever owned since I can remember was a product of the Ford Motor Company. To him, driving a Chevy was foolish, and driving a Japanese car was blasphemy. I am sure he was disappointed when his youngest son purchased a Nissan Maxima. At the time, Maximas were very popular and the most luxurious vehicle that I, at the age of twenty-two, could afford. I loved the roomy, boxy body style and the smooth handling of the car. After driving my dad’s old Ford Taurus and my own Oldsmobile Cutlass, I was extremely pleased with my new, stylish Nissan Maxima.

Five years and 120,000 miles later, I decided it was time to trade. Although I did consider a Toyota Camry or a Honda Accord, I ultimately purchased another Maxima. The square, angular body style had given way to a sleeker, sportier vehicle. If possible, this version offered even a smoother ride. I drove this car another 100,000 miles, and in 2001 I traded it in for, you guessed it, another Nissan Maxima. There are people (especially my wife) who believe I should try another model just for the sake of change, but it’s hard for me not to buy a Nissan Maxima because of my past experience. I can think of no other car that offers a better combination of luxury, performance, and reliability in its price range. Based on what other Nissan owners have said, the same is true of other Nissan models as well. Now, it is time to once again purchase a new vehicle. My wife is pushing hard for an SUV (yes, even with the current gasoline prices), but I’m not completely sold on the idea. I guess I could try the Pathfinder; after all, it is still a Nissan. My only condition is that we keep our current Maxima as a spare car. I’m sure it can go another 100,000 miles. I know I will be satisfied as long as I have a Nissan in the garage.

One strategy that Nissan has to attract new customers as well as keep current customers is to change body styles regularly. Every five years, most all Nissans undergo a drastic change in body style. For example, the 2006 Maxima in no way resembles the 1999 model, and the “box” style that made the Maximas so popular in the late eighties is a distant memory. The same can be said when comparing the earlier styles of the Altima to the current vehicle. This is Nissan’s way of keeping up with the times and giving the customers what they want. In addition, Nissan offers more standard features now than it once did. For instance, in 1996, anti-lock breaks were an option; today this feature