GM managed to mantain its retention of former Pontiac owners

Article by Christian A., on October 29, 2011

Pontiac owners have mostly stayed with General Motors even after the division was shut down for good a year ago. Edmunds conducted a study and found that 39.9% of Pontiac owners who traded in their Pontiac for a new vehicle this year chose another GM vehicle. In fact, GM was able to improve its retention of former Pontiac owners.

Last year, there was much controversy when GM decided to end Pontiac. It was rumored that a disproportionate number of disenfranchised Pontiac buyers would buy a non-GM car. Its rate of retention is 8 percentage points higher than in 2010. It’s actually the highest retention rate since 2007, when the rate was also at 39.9%.

About 28.1% of former Pontiac owners chose a Chevrolet vehicle. According to Edmunds.com, Chevy sales to former Pontiac owners were very strong in January and February of 2011 when GM used strategic incentive programs to hang on to Pontiac customers. GM believed that it will be able to retain these customers by targeting their incentives and other programs at this group.

It seems to be working so far. But outside of GM, it is Ford that has gained the most from Pontiac’s departure. Around 9.4% of former Pontiac owners bought a Ford in 2011. However, this rate is lower than the 12.4% recorded in 2010. Meanwhile, 7.4% of former Pontiac customers moved to American Honda Motor Co. Inc. The same number of these customers – at 7.4% -- moved to Toyota Motor Sales USA. [source: Autoobserver]

Topics: gm, pontiac

If you liked the article, share on:

Pin It

Comments

Recommended

Top Gear has revealed that for its “Stars in a Reasonably Fast Car” segment, it will now be using a slightly enhanced Toyota GT86, which in the U.S. market is...
by - March 24, 2017
Porsche is laying aside any plans of pushing another hybrid hypercar into their line-up -- at least not at this time. Oliver Blume, Porsche Global Chief confirmed in a recent...
by - March 24, 2017
Since 1993, Lexus has produced 4 generations of the Lexus GS, with the GS F amongst its newest member of the family. Unfortunately, rumors are also heating up that the...
by - March 24, 2017
In a leaked image following a presentation held in China, we learned that Czech automobile manufacturer Skoda will soon unveil 2 more new SUVs in China, resulting in a four-model...
by - March 24, 2017
McLaren is said to be designing the next generation of Sports Series, which could include a V6 hybrid among its powertrain options. It was earlier reported that the British automaker...
by - March 24, 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