Which is why I was comparing Porsche's 2025 sales data with its own prior years' sales data and not with Ferrari's sales data. Year over year is an imperfect but reasonable-directional proxy for brand staying power, especially given that the product mix didn't change all that much (except that the 718 series were put on hold, which one would expect would make it worse, not better).

"While loyalty has fallen slightly since last year’s study, some brands held strong with buyers. Porsche was the top premium car brand with a 58.2 percent loyalty rate, followed by Mercedes-Benz with a 49.7 percent rate. Lexus ranked highest in the premium SUV segment, with BMW a close second."

https://www.thetruthaboutcars.com/cars/news-blog/j-d-power-p...

For Microsoft, number of licenses sold year-over-year would be relevant. Although the comparison isn’t great because it is harder to switch operating systems than car brands.