Ford’s customers were the most loyal in 2010, according to R.L. Polk study

Article by Christian A., on April 4, 2011

In an R.L. Polk & Co. study, it was determined that almost half of car sales and leases last year were of the same brand as a previous car they had before – which means that carmakers’ efforts to keep their customers are effective. In this study released on March 31, Polk said that industry brand loyalty increased to 47.9% in 2010 – which is a 13% improvement over 2009.

Brad Smith, the director of Polk’s loyalty management practice, said that in the past, carmakers didn’t do anything to retain their customers and would only gauge how they did at the end of the period.

But now, more carmakers are actively working to influence loyalty. The carmaker that had the strongest customer loyalty in 2010 is Ford Motor Co. while General Motors took second place and Toyota Motor Corp. got third place. In 2010, Ford was able to raise loyalty to 63.1% -- 3.9 percentage points higher from the previous year.

For the same year, the loyalty for GM remained at 59.9%. Loyalty for Toyota Motor Corp. is 58.8%, 0.4 percentage points lower than in 2009.

Smith clarified that the slight drop in loyalty doesn’t indicate that Toyota’s customers have deserted it after the recall crisis. Smith believed that Toyota did a “fabulous job” of responding to the recalls as it had worked hard to disseminate information on the affected products and it also offered more and higher incentives than ever before.

Topics: ford, study

If you liked the article, share on:

Comments

Recommended

A racing team is claiming that it has managed to break the lap record in its category in the ever-demanding Nurburgring circuit in 2016 while driving a road-going Volvo S60...
by - May 27, 2017
Aside from the officially confirmed BMW 8 Series, the next generation BMW M5 (F90) is getting a lot of attention from the fans, enthusiasts and even potential customers around the...
by - May 27, 2017
Automobili Lamborghini’s preparations for the production of its first ever sports utility vehicle, the new Lamborghini Urus, has reached new grounds as the Italian carmaker is disclosing plans to construct...
by - May 26, 2017
The upscale version of the GMC Yukon body-on-frame sport utility vehicle – the GMC Yukon Denali – has been refreshed for the 2018 model year. It now sports a new...
by - May 26, 2017
The largest gathering of Volkswagen and Audi cars in Europe is underway, and the German premium carmaker is displaying the third model of its G-Tron range at the 2017 Worthersee...
by - May 26, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries