In my surroundings(EU), I see the opposite. Everybody buys their car only after doing serious research. Most people easily swap brands.
For most people, driving comfort (we have more/less kids or aging grandparents, so need a bigger/smaller car) is a primary filter. Next is cost, where people are very aware there is not only the price but also the fuel economy and the maintenance. People know very well the parking spots in the city are limited and polluting cars are not allowed in more and more cities, so also look at small size or good enough eco scores.
There are exceptions: People getting a car from work spend whatever money they can get, and rich people optimizing for status get a BMW or maybe a Tesla.
For most people, driving comfort (we have more/less kids or aging grandparents, so need a bigger/smaller car) is a primary filter. Next is cost, where people are very aware there is not only the price but also the fuel economy and the maintenance. People know very well the parking spots in the city are limited and polluting cars are not allowed in more and more cities, so also look at small size or good enough eco scores.
There are exceptions: People getting a car from work spend whatever money they can get, and rich people optimizing for status get a BMW or maybe a Tesla.