IRVINE, Calif. -

A new brand loyalty report from CarFinance.com released today highlighted three distinct patterns seen among below-prime buyers along with which badges appeal most to this slice of the credit spectrum.

Site analysts discovered below-prime buyers are less loyal than the average buyer, are making practical choices as they re-enter the market, and are trading in slightly younger vehicles this year than last. The report listed the top five brands for loyalty and purchase, as well as the most traded-in model years for below-prime buyers. 

Based on an analysis of trade-in data from January to September of last year, CarFinance.com chief executive Jim Landy emphasized the report offers a unique snapshot of the large population of vehicle buyers who are below prime.

"This report offers one of the industry's only views of below-prime car-buyer behavior," Landy said. "Given that over half of all used, and over one in four new, car loans today go to below-prime consumer, this is data that both automakers and consumers might want to take note of.

"These buyers, who are getting back on their feet, are contributing to the auto industry recovery, and this report provides a view of the brands these consumers are relying on — and trust — the most."

According to the report, below-prime car buyers are most loyal to Kia overall, although Nissan came in a strong second.

When looking at the brands consumers are buying most when trading in, Chevrolet came in at No. 1, followed by Ford. 

"So, while import brands score highest for loyalty, it is the domestics that these buyers are opting for more than any other brand," Landy said.

"And, given that brand loyalty for this buyer is almost half that of the average buyer (24 percent versus 44 percent, respectively), Chevrolet's strong showing is significant," he continued.

"Their recent introduction of competitively priced, feature-rich sedans with good fuel economy, such as the Cruze and Malibu, as well as their traditional strength with trucks, is resonating with below-prime consumers," Landy went on to say.

In addition, Landy pointed out the data offered an interesting picture of the age of the vehicles being traded in by these buyers.

While the average age of a vehicle on the road today is 11.4 years, the average age of a vehicle traded in by these below-prime car buyers is 8.8 years, a 6-percent decrease from the previous year's level of 9.4 years.

The most traded-in model year is 2006 and the top five years traded-in all pre-date the recession.

"The data continues to demonstrate that these buyers are making practical choices which not only benefit traditional economy brands, but also brands such as Nissan and Ford that are offering consumers good value in their entry level vehicles," Landy said.

"While these buyers are not particularly brand loyal, they favor brands that offer competitively priced vehicles with the must-have features that today's consumers demand," he continued.

"They are also showing more confidence about re-entering the market, as evidenced by the fact that the age of their trade-ins is decreasing," Landy went on to say.