Is brand loyalty in automotive is crumbling faster than anyone expected?

Welcome back to season 4 of Ignite&Scale! In this episode of I talk to Andy Barratt. Andy Barratt spent 25 years at Ford, ultimately running Ford Britain — 450,000 vehicles a year, $14 billion in revenue, 5 million customers on UK roads.

Chinese brands reshaping markets at a speed the industry has never seen before. One brand went from zero to number two in Qatar in under two years. The vehicles are compelling. The technology is democratised. And the price point removes every traditional objection.

Legacy brands aren't finished — they've survived 120 years of disruption and they'll adapt. But the window to act on customer retention, data intelligence, and genuine relationship-building is narrowing.

The dealers and OEMs who treat loyalty as a given right now are the ones most exposed.