Honda gets the U.S. loyalty crown after the Toyota recall

Article by Christian Andrei, on August 25, 2010

Customers of Honda and Ford were voted the most loyal, according to Consumer Reports. These two carmakers got the top spots for this category as Toyota fell under the weight of the safety recall crisis.

A survey done in April by the nonprofit publication showed that 57% of current Toyota owners would "most likely" purchase another new vehicle from Toyota Motor Corp., a 70% drop from December's survey.

The results of the survey imply that Toyota would be under pressure to continue offering sales incentives to pull back US consumers and keep its market share.

The magazine also noted that more than 50% of consumers consider the "overall reputation" of an auto brand as the leading factor in their choice of a new car.

Topping the April survey was Honda Motor Co., with 68% of its owners saying they would return to Honda, up from 67% five months earlier. Meanwhile, 61% of Ford Motor Co. customers who were surveyed in April want to return to the brand, compared to 58% in December's survey.

From 57% in December, the loyalty of Chevrolet's customers fell to 49%. Chevrolet accounted for nearly two-thirds of General Motors Co.'s US sales last year. The survey also found that Chrysler's Dodge polled at 24% customer loyalty, down from 32% in December.

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