Filed under: Car Buying, Trends
Toyota and GM top annual customer loyalty survey
The results of the
annual R.L. Polk & Co. Loyalty Excelerator Report are out, and Toyota scored highest in brand loyalty to an
automotive division, knocking Ford out of the top spot for the first time in nine years. GM scored highest in
manufacturer loyalty.Polk defines loyalty in terms of new car customer retention: a new car buyer returning to buy another new vehicle of the same make or model.
For the 2005 model year, Toyota enjoyed a 54.6 percent loyalty rating, while 63.1 percent of GM new car buyers bought another new GM car.
Asian manufacturers scored their best result since the survey began 10 years ago, leading five market segments.
Full results are here. Previous survey results can be found here.
Reader Comments (Page 1 of 1)
sr20de 4:54PM (1/19/2006)
Interesting. I got 2 people to switch from GM vehicles to Japanese this year. I'm doing my part. :D
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Duh? 5:10PM (1/19/2006)
isn't it somewhat obvious that this would happen to the 2 biggest car companies?
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Matt Keegan 7:09PM (1/19/2006)
Well, #2, it isn't a given. If people really thought that GM products sucked, they would leave GM no matter what #1 had to say about it.
Cadillac, Buick, and Saturn have all done well. Chevy and GMC are coming along while Pontiac is just now getting its footing.
Read -- GM Death Watch: It Ain't Gonna Happen!
http://www.thearticlewriter.com/gm-death-watch-it-aint-gonna-happen.htm
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Realist 7:58PM (1/19/2006)
I'm sure a few of the GM owners who traded in for another one were influenced by employee-pricing giveaway.
See, employee-pricing worked after all. GM made diddly-squat out of these sales but hey, they kept their customers.
For now anyway.
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Jason in Boston 10:53PM (1/19/2006)
Amazing numbers for GM when you think of the other giant manufacturers out there, Fiat, Honda, VW/Audi, Ford, and Renault. Also when you think of the premium brand manufacturers like Mercedes, BMW, Lexus/Toyota. Have to say I was surprised, never would have thought they would win, let alone double all competitors? The Toyota brand loyalty I expected, they built a reputation on reliability, a good thing in 5 figure purchase for anyone.
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Jason in Boston 10:53PM (1/19/2006)
Amazing numbers for GM when you think of the other giant manufacturers out there, Fiat, Honda, VW/Audi, Ford, and Renault. Also when you think of the premium brand manufacturers like Mercedes, BMW, Lexus/Toyota. Have to say I was surprised, never would have thought they would win, let alone double all competitors? The Toyota brand loyalty I expected, they built a reputation on reliability, a good thing in 5 figure purchase for anyone.
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Car-la 12:20AM (1/20/2006)
So the General can still rely on its customers. Now they just need to et the new products coming, and the crisis is over. After all, those people who've stayed with GM through these times, will not go away that quickly.
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OldCarDog 11:20AM (1/20/2006)
The fleet leasing and rental companies are particularly loyal to GM.
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Lithous 8:16PM (1/20/2006)
Hey Car-less... Seriously, Car-la, that is a hell of a customer experience I just got going to the roadtests.com site you have attached to your username.
I OFFICIALLY DEEM YOUR OPINION ON CUSTOMER LOYALTY NULL AND VOID.
OldDog (withnonewtricks), please, when you get a chance, ask user Takeo about the U.S. gov't (military even) use of Toyotas as fleet vehicles. If they (the military) are willing to do that (fleet foreign brands) it means that market is pretty damn open. So you may want to change your whole perception about fleet sales and the supposed extreme sales advantage they once created.
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Lithous 8:26PM (1/20/2006)
"Interesting. I got 2 people to switch from GM vehicles to Japanese this year. I'm doing my part."
I sense low brain activity. Anyone who can be "got"ten by someone else because they can't think for themself... I'll say it again, an uneducated consumer is the import's best customer.
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