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About 47 percent of BMW buyers stuck with the brand last year, compared with an industry-leading 62 percent for Mercedes, according to market research company Strategic Vision in San Diego. Audi’s retention was 37 percent last year.
“The traditional showroom model, where you’ve got a sales hustler closing deals, doesn’t work well in the luxury segment,” TNS’s Turton. “Customers in this space are looking for an experience.”