Mazda is on a fast pace of refreshing their cars every 3-4 years and this is a good thing. Mazda has always had a strong customer base that stays with the brand and that seems to be working because customer loyalty is up.
Mazda’s brand loyalty — the rate at which customers become repeat buyers — has steadily improved in recent years, said Jim O’Sullivan, CEO of Mazda North American Operations.
But after rising to around 37 percent today, from just the mid-20s several years ago, the company still trails the industry average of 45 to 47 percent, he said at the Detroit auto show.
“What we want to try to get to is more of an industry average,” O’Sullivan said. “We’re on a good trajectory for that.”