Ford gets the most repeat customers. An analysis of 2010 year-end automotive-loyalty rates by the Polk automotive research firm found that people who own or lease a Ford vehicle replace it with another at a rate of 60.3%. That’s up 4.5 percentage points from the prior year and is the best in the industry.
Ford was followed by Mercedes-Benz with a 56.7% loyalty rate. Honda was just a tad behind at 56.6%. Toyota was next at 56.4%, and Chevrolet was fifth at 53%.
Toyota, hurt by millions of recalls in the last year, was the only brand in the five to see its loyalty rate decline, falling by four-tenths of a percentage point from 2009.
The results reflect choices among 5.2 million new-vehicle-buying households during the 2010 calendar year, Polk said.
“Loyalty measurements are an important aspect of any customer-retention strategy, but the real value is derived from the various consumer marketing and field training strategies created from the measurements,” said Brad Smith, director of Polk’s loyalty management practice.
Source; Credit: LA Times
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