Domestic versus Import Vehicle Polarization

It is hard to make it through five minutes in the United States today without hearing the word "polarized," whether it applies to the economic, political, or sociological landscape. But polarization also exists in the US new vehicle business: based on IHS Markit loyalty data, households with an import in the garage are substantially more likely to acquire another import when they return to market, and, likewise, households with a domestic vehicle are strongly inclined to stay with a domestic product for their next acquisition.

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