The Australian Love Affair with European Cars

Sleeker designs, superior engineering and a touch of finesse have attracted Australians to the influx of European cars on the market.

The large number of Europeans who have immigrated to Australia over the years may show significantly stronger brand loyalty to companies they already know and trust. This preference might also be influenced by lingering affections for their native homeland. For example, German immigrants may naturally gravitate towards brands such as Audi, Mercedes Benz, BMW or Porsche. At the same time immigrants from Sweden may show a heightened interest in Volvo cars and so on. (more…)