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US New-Vehicle Buyers' Brand Loyalty Drops To 6-Year Low
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While consumers are changing brands, body-style loyalty remains strong.

Brand loyalty among U.S. consumers for new vehicles dropped to a six-year low in June, according to new analysis from IHS Markit.Analysis of new-vehicle-registration data through June indicates that the overall brand-loyalty rate of 51% in the U.S. market is the lowest since August 2015. This decline in loyalty is inevitably due, at least in part, to the major declines in dealer inventory stemming from the global microchip shortage.

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