01:27 22-01-2026

Why drivers are choosing cost over car brand loyalty

Rising costs for insurance, repairs, and auto loans are weakening drivers' traditional loyalty to car brands. According to William Fletcher, head of the online car-buying platform car.co.uk, attitudes toward brands have shifted: emotional loyalty is giving way to a pragmatic approach, with buyers increasingly asking what's more cost-effective rather than what they prefer.

He noted that insurance premiums can vary significantly even among similar models, and repair bills for modern cars sometimes exceed their market value. One reason cited is the increasing complexity of vehicles and the volatility of insurance rates.

Fletcher pointed out that due to electronics and sensors, even minor damage can lead to repairs costing thousands, especially for premium brands. In contrast, mass-market models often benefit from more affordable parts and a well-developed market for alternative components.

Buyers' decisions are also influenced by more expensive financing: higher interest rates make the total cost of ownership more apparent. As a result, people compare not just the purchase price but also future expenses for insurance, maintenance, and parts over several years. Additional factors include parts availability, the option for repairs at independent shops, and the proximity of service centers.