Half of Canadian drivers plan to switch car brands the next time they are in the market for a new vehicle, but a study by Bond Brand Loyalty released last week reveals the key factors – both  functional concerns and emotional connections – that seem to keep consumers loyal.

Bond surveyed 2,000 Canadians in October, asking them about their current vehicle and plans for future purchases. While 51% of Canadians say they are satisfied with their current vehicle, only 29% said they were “very satisfied,” with 22% saying they were satisfied, 35% saying they were somewhat satisfied and 14% saying they were dissatisfied. The highest satisfaction rate came from those driving Asian car brands, with 32% very satisfied. European cars were next, at 27%, followed by 25% for North American cars.

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