When reliability doesn’t tarnish the brand/experience
In another case of it’s the experience not the design, Consumer Reports found that BMW and Harley Davidson motorcycles were three times more likely have have serious mechanical problems versus a Japanese brand, but their owners were more likely to buy that brand again.
On the other side of the coin though, when asked whether they would buy their bikes again, 75% of Harley-Davidson owners said “definitely yes” while 74% of BMW and 72% of Honda owners made a similar remark. Meanwhile, only 63% and 60% of Yamaha and Kawasaki owners, respectively, said the same about their motorcycles.
We don’t know if this surprising correlation is due to brand loyalty or a different overall experience of the product that goes beyond reliability, but it’s an interesting data point.