Demystifying vehicle attachment – what makes us so loyal?

91% of Brits gave at least one reason for being attached to their current or previous car. It’s very common for people to become attached to inanimate objects that hold emotional significance, and this includes our beloved motors. To most people, a car is more than a mode of transport. They represent and facilitate many things: freedom, adventure, prestige, safety, control and self-expression. Many even see cars as an extension of themselves. This article explores the complex psychology of vehicle attachment and aims to understand what makes us loyal to our car brands.

Why do we get attached to our cars?

We get attached to cars for many reasons. A car often becomes tied to identity, memory, a stage in life, control, personal space, freedom and even emotions such as safety and joy frustration, which can be extremely powerful. We asked Brits what makes them attached to their cars and the most common answer was ‘reliability’ (54%) followed by ‘enjoyment’ (46%) (performance and comfort) and ‘impressiveness’ (16%). Interestingly, these fall into both internal factors: security and enjoyment and external factors: social status and perception by others.

Reliability

54% are attached to their car for its reliability. While the dependability of a motor seems to be a very logical reason to become attached, the emotional and cultural underpinnings are what make it more interesting. British culture often centres around, humility, sensibility and risk aversion, meaning that we would often prefer to choose something unfussy that will serve us in the long run. However, reliable cars are also associated with safety, practicality, convenience, gratitude and respect, which could contribute to overall emotional attachment.

Enjoyment

More simply, drivers can get attached to their cars because they associate the experience with positive feelings such as thrill, control, freedom or independence. A significant portion of drivers 46% name vehicle performance, comfort and overall enjoyment as the primary reason to become attached. Even the simple pleasure of being able to listen to music or take personal time makes driving uniquely enjoyable.

Prestige and Status

For many, having a prestigious motor is heavily linked with social status. However, according to our own research, most drivers of premium cars enjoy driving them for performance and comfort reasons over impressing others. 16% of drivers that we surveyed said they are attached to their car for its impressiveness. Notice that we chose this word carefully because it emphasises the perception of high performance by others rather than for personal enjoyment alone.

Length of ownership

Interestingly, there was no clear correlation between the length of ownership and the level of vehicle attachment, only 11% listed it as a key factor. While it might be more likely that you will form positive associations with the car if you’ve had it longer, you might also form negative associations, especially as the car deteriorates. Novelty and excitement are also strong drivers which can influence how quickly we can become attached to a new car. Ultimately, the psychology of vehicle attachment is multi-faceted and doesn’t centre as much on length of ownership as you might think.

Does car brand matter?

Volkswagen has the highest Index score – a measure of brand health based on Impression,Value, Reputation, Satisfaction and Recommendation. Quality is the most important metric (38.9), followed by Impression (36.6). On the other hand, Mercdes-Benz has an exceptionally high Quality score (48.0). Reputation scored highly with 38.5, but Value scored -2.4.

As many as 40% of our cohort considered themselves to be very loyal to their car manufacturer. Over 1/3 would choose a replacement car of the same make and model.

Premium manufacturers such as BMW, Mercedes, or Audi will be more likely to be associated with performance pleasure and impressiveness. Meanwhile, some brands such as Kia, Toyota or VW are more renowned for being reliable. Some brands that balance multiple traits may be more likely reliable, impressive and to command brand loyalty. Toyota is the well perceived in the UK with the second-highest brand index score, balanced across all metrics: quality, value, reputation, impression, recommended and satisfaction.

The significance of naming your car

You are more likely to become attached to your car after naming it and 49% of Brits may have named their car. This number is often higher for Gen Z and women, who tend to be more likely to personify their cars  –  many of the most popular names are typically feminine, such as ‘Babe’, ‘Daisy’ and ‘Betty’. Explore some of these below from a leading car insurance provider Aviva:

While naming a car can deepen your emotional connection, it can also be a signal of attachment rather than a catalyst.

The hidden emotional cost of losing a car

Losing a car due to an accident, theft, fire, flood, a write-off, or vehicle sale comes with financial implications. In most cases, you will lose money to depreciation, car finance, contract hire loans and even comprehensive insurance shortfalls in the event of a total loss. These costs can often amount to thousands of pounds.

These tangible costs are often accounted for, but very rarely do we consider the emotional cost of losing a car.

While there is very little you can do to get your original car back after a write-off, many drivers (35%) would choose a replacement car of the exact same make and model. This suggests that drivers are incredibly loyal to their car manufacturer, but also to the car itself.

Fortunately, Guaranteed Asset Protection (GAP) insurance exists to help you afford a replacement car of the same make and model in the event of a total loss. The two most common types of GAP insurance are Back to Invoice or Return to Invoice insurance and Vehicle Replacement GAP insurance.

• Back to Invoice GAP Insurance: Covers the difference between your car insurer’s market value settlement and the amount you originally paid for your car (or the outstanding finance if this is higher).
• Vehicle Replacement GAP Insurance: Covers the difference between the market value settlement and the cost of replacing your car with a like for like model (similar make, model, age and usage level to the one you originally bought) or the remaining loan balance if this is higher.

If you are one of the 35% that would prioritise a like for like replacement after a total loss, you can protect against price increases with vehicle replacement GAP insurance, or cover your initial investment with Back to Invoice cover. If you lease your vehicle or you aren’t eligible for the other policies, you could consider Contract Hire GAP Insurance or Agreed Value GAP Insurance, respectively.

Without GAP insurance, you would be covering the shortfall yourself and many drivers would struggle to find a suitable replacement within their budget.