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:

Comments

Recommended

South Korean carmaker Kia will try to follow up the success of its Sportage compact sports utility vehicle by introducing a smaller SUV (subcompact) in the United Kingdom in the...
by - October 18, 2017
It can no longer be denied that Jaguar Land Rover wants to design some more hardcore type versions of their SUV range --- soon after launching the Discovery SVX only...
by - October 18, 2017
Motorists in the United Kingdom who intend to purchase the new 2018 Hyundai Kona subcompact sports utility vehicle could start placing their orders on November 2, 2017. Marked by Hyundai...
by - October 18, 2017
For many years, Lamborghini has always relied on the use of large and powerful engines including the V10 and the V12. In fact, the company’s very first engine in the...
by - October 17, 2017
You can now get the Opel Crossland X that’s LPG-powered if you are not a fan of diesel. Recently, the company released their version of the Peugeot 2008 equipped with...
by - October 17, 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