According to a recent study by an R.L. Polk & Co., which specializes in automotive intelligence and marketing solutions, automakers' efforts to retain customers are paying off. Overall, brand loyalty rose to 47.9 percent in 2010 – a 4.6 percent increase from 2009.
Ford is number one among automakers with customer loyalty at 63.1 percent (+3.9), while GM's ratio stayed at 59.9 percent. Toyota ranks third at 58.8 percent (-0.4), which is remarkable given the heavily-publicized recall saga that hammered the Japanese manufacturer's once stellar reputation.
Commenting on the "fabulous job'' Toyota has done with those recalls, Brad Smith, director of Polk's loyalty management practice, said: ''They made sure to get the word out about what products were affected and they issued more incentives than they ever had previously to keep customers coming back".
Of course, the more brands an automaker owns, the more loyal its customers are likely to be, which is why Polk also looked at all the different nameplates separately.
Once again, Ford tops the industry with a 60.3-percent loyalty ratio in 2010 – up from 55.8 percent the previous year. Product drives owner loyalty, Smith said, and Ford's refreshed lineup and telematics systems, including SYNC and MyFord Touch, have brought it success in that area.
Mercedes-Benz has the second most loyal customers at 56.7 percent (+2.1), followed by Honda at 56.6 percent (+1.1).
On the flip side, the Toyota brand suffered a drop in customer loyalty, as did Volvo, Audi, MINI, smart, Hummer, Saab, Suzuki and Chrysler.
Finally, the study reveals that Mercedes-Benz E-Class owners are the most likely to buy another at some point. The Ford F-Series arrives in second place and the Lincoln MKZ in third.
Polk studied purchase behaviour in 5.2 million U.S. households between January and December 2010.
Source : Automotive News
Ford is number one among automakers with customer loyalty at 63.1 percent (+3.9), while GM's ratio stayed at 59.9 percent. Toyota ranks third at 58.8 percent (-0.4), which is remarkable given the heavily-publicized recall saga that hammered the Japanese manufacturer's once stellar reputation.
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Commenting on the "fabulous job'' Toyota has done with those recalls, Brad Smith, director of Polk's loyalty management practice, said: ''They made sure to get the word out about what products were affected and they issued more incentives than they ever had previously to keep customers coming back".
Of course, the more brands an automaker owns, the more loyal its customers are likely to be, which is why Polk also looked at all the different nameplates separately.
Once again, Ford tops the industry with a 60.3-percent loyalty ratio in 2010 – up from 55.8 percent the previous year. Product drives owner loyalty, Smith said, and Ford's refreshed lineup and telematics systems, including SYNC and MyFord Touch, have brought it success in that area.
Mercedes-Benz has the second most loyal customers at 56.7 percent (+2.1), followed by Honda at 56.6 percent (+1.1).
On the flip side, the Toyota brand suffered a drop in customer loyalty, as did Volvo, Audi, MINI, smart, Hummer, Saab, Suzuki and Chrysler.
Finally, the study reveals that Mercedes-Benz E-Class owners are the most likely to buy another at some point. The Ford F-Series arrives in second place and the Lincoln MKZ in third.
Polk studied purchase behaviour in 5.2 million U.S. households between January and December 2010.
Source : Automotive News