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>Date: Wed, 11 Mar 1998 08:59:37 -0800
>From: Wendell_Gurley@notes.toyota.com
>Subject: Audi owners
>Got some research data on Audi buyers in CA.  A little over 10% of Audi
>sales are in CA and the buyers were compared to those of all the other
>luxury marques.  Some of the findings:

>4.  Audi has the lowest loyalty rate by far, about 9% of buyers had
>previously purchased Audis vs. 32% for BMW and 58% for Mercedes

Of course when a marque is swooping upwards from a previously minuscule
sales level, they will have a disproportionately high percentage of
first-time buyers. This can be misinterpreted as low "loyalty rate". Ain't
necessarily so.


         *  Phil & Judy Rose     E-mail:              *
         *                       pjrose@servtech.com  *