If you won a $90 million jackpot, would you stay loyal to your car brand?
With the odds of winning the Powerball at about 1 in 175 million, most of us will never have to worry about the trouble of picking out a new car after winning big.
Should the gods of wealth ever grace me with some big bucks, I’ll look away from Audi and purchase a Porsche 911 Turbo. Probably a 1988 version! And a new Aston Martin would look pretty good parked next to it, though that might come across as too greedy.
Buying the Subaru is probably proof that this lottery winner won’t blow through her money in a hurry as so many lottery winners before her have done. The purchase also proves that once people buy a Subaru, they usually stick with a Subaru.
My wife is on her third Subaru, and there will be more in the future, I’m sure. I, meanwhile, have played the field and experimented with Honda, Toyota, Ford, Nissan, Suzuki, Jaguar and now Audi. And those are just the ones I can remember off the top of my head. I’m pretty sure there were many more.
Oftentimes brand loyalty is just a consequence of convenience, since automakers will offer better deals to people trading in the same make of car. That’s obviously not the case for lotto winners, and it says a lot that Subaru is still the car of choice.
For non-lotto winners, the Wall Street Journal said,
The most basic weapons in the automotive loyalty wars are the cash “loyalty” discounts that car makers offer at various times, including at year-end and during end-of-summer clearance time. Buyers shopping around can often have those discounts matched by rival makers offering “conquest cash” to pry customers out of their old brand. Sometimes these deals aren’t publicly advertised—you’ll need to dig in automotive websites and press the dealer.
I think my wife would stay loyal to Subaru, even after winning the lottery. I would probably go a little crazy and buy my dream cars. What about you:
If you won the lottery, would you stay loyal to your current car brand?