Ford, Toyota, Chevrolet, Honda and Nissan made up the final grouping, all with fewer first-time buyers and lower one-and-done rates.
The brands struggling with conquest loyalty are part of a larger industry trend, with a decade-high recording of about 58 percent of nomads leaving their previous brand in the 12 months ending July 2022.
In the past, brands with a presence in fewer segments, such as Ram, have tended to have higher “one-and-done” rates. Subaru, Volkswagen, Hyundai and Kia have all had success at lowering defection rates by launching products that fill a gap in their portfolio.
