• Jan 24, 2007
R.L. Polk & Co. announced the winners of its 11th Automotive Loyalty Awards during the 2007 Automotive News World Congress a week or so ago. Some of the companies and cars that won may surprise you. First off, General Motors won the Overall Manufacturer award... for the seventh consecutive year. While GM's future is looking a little rosier right now, the past seven years were not as kind. Turns out GM faithful didn't care. Next up is the Make, or brand, with the most loyal customers. You'll not be too surprised to hear that Toyota picked up that statue. Then we get to the individual models that have the most loyal customers. You can check out the full list after the jump, but may we just bring to light the fact that the Saturn ION won for being the Small Car with the most loyal clientele, as did the Saturn VUE in the Compact SUV category. Also, the Land Rover Ranger Rover is the Prestige SUV with the most loyal customers, despite that brand's reoccuring quality issues. Most of the others winners are what you'd expect to see on such a list: the Toyota Prius, Ford Mustang, Chevy Corvette, Chrysler Town and Country, Ford F-Series, etc. Still, a few of those names caused a double-take.

FYI: According to Polk, "Loyalty is determined when a household that owns a new vehicle returns to market and purchases or leases another new vehicle of the same model or make."

Thanks for the tip, Oliver!

[Source: R.L. Polk]



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  • 14 Comments
      • 8 Years Ago
      GM rewards loyal Saturn Ion owners by canceling the car after Model Year 2007 and not replacing it with a similar model. Saturn has always had a compact two door coupe (or two doors + suicide doors) and a compact four door sedan. In fact, from when they started in MY 1991 until MY 2000, that's all they had (well, and a wagon). But now, they expect Ion customers to either move up to a midsized sedan (Aura) or a three or five door compact hatchback (Astra). These folks will probably head to thier Honda or Toyota dealers instead and drive off with a Corolla or Civic. Very typical of the Sleepy General's (lack of) thinking.
      • 8 Years Ago
      So, to look at these numbers another way- do 65% of Prius buyers opt for something else when re-entering the market? More information, please. Remember- there are lies, damn lies, and statistics.
      • 8 Years Ago
      http://img201.imageshack.us/my.php?image=iq31ox.jpg


      Could be that Saturn's buying experience is the main reason for loyalty. While the ION is weird, I test drove the ION several times when car shopping a few years ago. It's not a bad car at all but I think many competing cars are better.

      But Saturn's no-haggle pricing assures that even though the deal might not be much better than a well-negotiated price for another car, it's a sure thing that a Saturn buyer won't be swindled (unless by being sold expensive dealer options).

      Some people dislike the haggling enough to just go back to a set, fair price for a car that performs well enough for them.
      • 8 Years Ago
      Americans ought to be more loyal to their automobile manufacturers.
      • 8 Years Ago
      I think I read that Mazda was very low on the repeat customer list which surprised me because Mazdas are excellent cars (I had one). But if Mazda dealers are considered substandard, that's a good reason why loyalty might be low.
      -----------------------------------------------------
      A tip of the old hat here, my wife's previous car was a 626, fairly reliable, the dealer was the pits though. The car had a hesitation problem on uphill runs, car was in the shop three times without being properly diagnosed.

      I took the car back and insisted that they replace the oxy sensor, problem solved.
      • 8 Years Ago
      Why Alain? As I see it, the American auto makers haven't done anything to deserve loyalty. They seem to only look out for number one, thwarting progress when it comes to adopting new technologies, and pushing for more government regulation to protect them from foriegn competators. What have they done to deserve loyalty?
      • 8 Years Ago
      Alain, what is an American car these days? With the globalization of the car industry, national lines have been blurred. That being said, I have absolutely NO loyalty to American car companies. While there are a few exceptions, they have produced nothing but garbage during my lifetime. There isn't a single American car on the market right now that I would really want to buy. There are a few that I like but for each one of them there is a Japanese or European model that I want more. I think its a good thing that Ford, GM, and Chrysler are struggling because it looks like they are finally putting an emphasis on good design and quality. They are finally being forced to start putting out better products than the slop they've been feeding Americans for the last 20 years.
      • 8 Years Ago
      Loyalty results would be the same without employee sales rolled into the figures. It's been examined with and without - employee sales don't move a national trend that much.
      • 8 Years Ago
      "I ignore results from companies like these. For example. I do not consider it "loyalty" if you work for, or get employee discounts from a company. I suspect a large number of those loyal Saturn people are GM employees. This is just one way these results are "faulty"."

      Then I suppose there are employees from Toyota and Mercedes swaying the list also, wouldn't you think according to your logic?
      • 8 Years Ago
      I ignore results from companies like these. For example. I do not consider it "loyalty" if you work for, or get employee discounts from a company. I suspect a large number of those loyal Saturn people are GM employees. This is just one way these results are "faulty".
      • 8 Years Ago
      I'll put money down that VW was at the BOTTOM of this survey. I know so many people who bought vdubs in the last 5 years and vow to never ever ever buy one again. Too bad, I like 'em myself.
      • 8 Years Ago
      Anyone who reads Autoblog shouldn't be surprised by this. Who else raves as rabidly about their chosen company's cars, or spews as much venom about the opponent's products (while never having set foot in one), but the GM and Toyota fanboys?

      I don't mean to get the "Comments" off to a negative start, but we know where this thread is going anyway...
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