At the Automotive News World Congress in Detroit, Ford Motor Co. received top honors at the 15th annual Polk Automotive Loyalty Awards. This award-giving body recognizes OEMs that demonstrate the ability to retain owners over repeat buying cycles.
Ford won in many categories, including: Overall Loyalty to Manufacturer; Overall Loyalty to Make; Ethnic Market Make – African-American; and Mid/Full-Size Pickup for its F-Series truck lineup, a category where Ford has been repeatedly recognized.
But Ford’s win for the Overall Loyalty to Manufacturer category is its first since it last won in 1999. Brad Smith, director of Polk's loyalty management practice, said that the 2010 awards are based on an analysis of 4.9 million return to market events during the 2010 model year.
The model year spans from Oct. 1, 2009 through Sept. 30, 2010. A household is deemed loyal to a brand when it owns a new vehicle, and it returns to market and purchases or leases another new vehicle of the same model or make.
Polk follows owner royalty for the entire year. Polk’s Loyalty Management Practice, on a regular basis, works with customers to effectively manage owner loyalty by conducting an in-depth analysis of automotive shopping behaviors, related market influencers and development of retention strategies.