• Oct 16, 2009
Ford buyers appear to love their cars more than customers of any other automotive brand, returning back to the American automaker when it comes time to purchase their next vehicle. According to a study by Experian Automotive, six of the top 10 vehicles for customer brand loyalty wear badges from the Blue Oval. That includes the Ford Fusion (62.4 percent), Ford Edge (57.9 percent), Ford Five Hundred/Taurus (56 percent), Ford Freestyle (51.9 percent), Ford Escape (49.4 percent) and the Ford Focus (47.57 percent).

Other vehicles making up the top 10 include the Toyota Prius (52 percent), Chevy Impala (51.7 percent), Toyota Camry (47.8 percent) and Toyota Corolla (47.56 percent). This brings up an interesting question: With the closing of automotive brands like Saturn and Pontiac, where are those buyers to turn for their next automotive purchase?

Apparently, not back to General Motors. According to Experian, Pontiac owners are most likely to look to the Ford lineup for their next car or truck and Saturn shoppers will switch to Toyota or Honda – not particularly surprising given that Saturn was meant to compete with import brands. Experian predicts that GM's overall market share will fall from 20 percent to about 17.5 percent, with most of the slack being picked up by Ford, Honda and Toyota.

[Source: Experian Automotive, USA Today]

PRESS RELEASE

Six Ford vehicles among industry's top 10 for having highest customer brand loyalty


/PRNewswire/ -- Ford Motor Co. vehicles accounted for six of the top 10 vehicles for customer brand loyalty, according to recent industry analyses from Experian Automotive.

Ford Fusion, Ford Edge and Ford Five-Hundred owners showed the industry's highest brand loyalty, returning to buy a Ford Motor Co. vehicle 62.4 percent, 57.9 percent and 56 percent of the time, respectively. The Ford Freestyle (51.9 percent) was fifth, the Ford Escape (49.4 percent) was seventh, and the Ford Focus (47.57 percent) came in ninth. "

Ford had an outstanding performance for brand loyalty in the second quarter of 2009," said Jeff Anderson, director of Consulting and Analytics for Experian Automotive. "With six of the top 10 vehicles for customer brand loyalty, Ford is showing that its products are passing the most important test: turning happy customers into repeat buyers." Other top-finishing vehicles included the Toyota Prius (52 percent) in fourth place, the Chevrolet Impala (51.7 percent) in sixth place, the Toyota Camry (47.8 percent) at number eight and the Toyota Corolla (47.56 percent) in 10th place.

"Brand loyalty is a critical element of success, even survival, in today's challenged auto industry," said Scott Waldron, president of Experian Automotive. "The ability to retain customers is an important indicator of product success and commitment to developing long-term customer relationships. As automakers are scrambling to maintain market share, holding onto current customers has never been more important."

These loyalty findings, along with analysis of other industry trends, were the result of Experian Automotive's latest quarterly industry study looking at results from the first half of 2009. A recorded presentation of Experian Automotive's full industry analysis can be viewed at https://www2.gotomeeting.com/register/309875578.

About Experian Automotive
Experian Automotive, a part of Experian, delivers information services to manufacturers, dealers, finance and insurance companies, and consumers. Experian® helps automotive clients increase customer loyalty, target and win new business, and make better lending and vehicle purchase decisions. Its National Vehicle Database, housing more than 625 million vehicles, along with Experian's credit, consumer and business information assets, meets the industry's growing demand for an integrated information source. Experian's advanced decision support services help clients turn this information into improved business results. Experian technology supports top automotive businesses, including eBay Motors, CarsDirect.com, CarMax and NADAguides.com. For more information on Experian Automotive and its suite of services, visit our Web site at http://www.experianautomotive.com.

About Experian
Experian is the leading global information services company, providing data and analytical tools to clients in more than 65 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score and protect against identity theft.

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended March 31, 2009, was $3.9 billion. Experian employs approximately 15,000 people in 40 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; Costa Mesa, California; and Sao Paulo, Brazil. For more information, visit http://www.experianplc.com. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners
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    • 1 Second Ago
  • 78 Comments
      • 5 Years Ago
      Is it not time for you to go to school,Brian? Your school bus is waiting outside your door.
        • 5 Years Ago
        The short one. :-D
      • 5 Years Ago
      I'm on my 4th Pontiac (grand am, grand prix, GTO, G8 GT). Chevy currently doesn't have anything I want (RWD sedan... like the G8). If they get their head out of their a$$ and get a Zeta car for the public, maybe. That leaves Caddy. CTS maybe. Ford doesn't have what I want either - unless they bring the Falcon from down under.

      I think GM assumes all the killed brands will migrate to their other brands. Not so much...
        • 5 Years Ago
        I'm pretty much in the same boat, went from a Grand Prix GTP Comp G to G8 GT and couldn't be happier. They really need to get a sporty RWD sedan in the Chevy Lineup. The Caddy is a bit more expensive and not a quick with the DI V6. The CTS-V would be nice, but that's crazy money.
        • 5 Years Ago
        The Ford falcon XR-6 turbo perhaps. :D We had our chance with aussie cars, the manaro and the commodore. Ford and GM dont like to bring over the interesting cars, ford focus rs anyone...
      • 5 Years Ago
      Oh, and there is nothing in this press release about Saturn and Pontiac. Must have been a different press release. Or maybe that was USA Today's two cents.
      • 5 Years Ago
      If any of these Ford fanbois would actually test drive a Toyota or especially Honda they'd never go back to Ford.

      Bri-boy - how can u make these blanket generalizations and xpect anyone to take u seriously? I've owned both Honda & Toyota. Back in the bad old days, u would have a point. Today, there is virtually no difference in either the driving or ownership experiences btween Toyota, Honda & Ford, especially since Toyota has recently developed considerable chinks in their once-invincible quality armor, and Ford has raised their game dramatically in the last few years. The latest Honda Insight has been roundly criticized for being a miserable vehicle, and their new crossover is getting slammed for being ugly as sin. Achievement is in the eye of the beholder, and apparently, unless the achievement in question is that of Honda or Toyota, you are as blind as a bat.
      • 5 Years Ago
      Go Ford!
      • 5 Years Ago
      Well, this isn't hard to understand. Edge sales have been down for a very long time, they hardly sold any Five Hundreds/Taurus/Freestyles.

      When you sell such a low number of appliances....you only need a few sheep to be happy to make the survey look to be in your favor.

      Funny though...to reward their customers loyal, Ford kills the Five Hundred/Freestyle. Ford should try being loyal to their customers.....
        • 5 Years Ago
        Just logged in to see Matt crying. Done!
        • 5 Years Ago

        Well, he probably wishes he could drive a real car but he's still waiting to get his learner's permit when he turns 15. Then after some driver's ed and a year of bugging his Mom to drive the minivan, he can finally get his license. His dream car a 1996 Honda Accord (4 door) that he can put an exhaust on (read fart can) and some sweet ass ground effects is only a couple years away (working part time at wal-mart it takes awhile to save up $1200).

        However, reality is, he's now 17 and he still has to pimp the minivan to go cruise the strip mall. One day though, he'll show us all a picture of that sick '96 'cord. But until then he'll just keep being a idiot douche bag.
        • 5 Years Ago
        Matt let me try to process the garbage that your feable mind has just let out onto the internet. Ford didn't sell any 500/Taurus/Freestyles, yet they should not have replaced them? Is that what your trying to say?

        Um, Ok.

        Your Mom fogot to pin the note on your shirt today telling your teacher that your not allowed to use the computer at school didn't she?
        • 5 Years Ago
        HAHAHAHAHA!!

        KT you are hysterical!
        • 5 Years Ago
        Uh huh; like GM is loyal to the people who currently own Pontiacs and Saturns? Or like how Toyota is rewarding their many customers who've bought cars and crossovers with the "Incredible Sludging V6"? You and Brian can b*tch and moan in these topics about overweight appliances, impending Chapter 11 doom, and evil DOE loans till your fingers fall off; the only thing we can hear is a nearly-deafening *Ka-Ching* coming from Dearborn.

        BTW, what do YOU drive, again?
      • 5 Years Ago
      Yeah, and GM should get rid of Buick, GMC, Opel, Vauxhall, Daewoo and Holden brands as well. The more brands they get rid of, the better off they will be. LOL
        • 5 Years Ago
        Brian who?
        • 5 Years Ago
        Brian,

        I hate to tell you this little secret but Corvette not only is profitable for GM, it also helps develop tech for their less expensive cars. It also serves as a halo vehicle that gets owners or people who desire it to shop their brand.

        But yeah, kill it off, don't need it.

        I think you need to go to school and learn you some business 101. GM's made a ton of mistakes, Corvette wasn't one of them.
        • 5 Years Ago
        Brain,

        Start your own car company with your wealth of automotive knowledge and I will be happy to make fun of your product lineup.

        Number crunching won't show that cars like to Corvette and the Camaro actually give a car company personality and bring people into showrooms. Chevy fans don't grow up worshiping Malibus, but they'll consider buying one since its related to their dream car.

        And kill Cadillac? You've got to be kidding me...
        Cadillac and GMC - high profit margin
        Your Aevo replacement - low profit margin

        Do you have an education?
        • 5 Years Ago
        @ Brian:

        "They need to stop bleeding money, and focus 100% of their attnetion on bread and butter cars. NOT Caddys and Buicks and Corvettes. So kill EVERYTHING (including the Corvette) except Chevrolet, focus all their attention on getting good replacements (EXCELLENT ones, just not "almost good enough") for the Aveo, Cobalt, and Impala, then maybe, MAYBE GM will survive."

        So wait - you say GM should kill their high-margin cars to focus their money on break-even ones? And GM should toss what credibility in luxury it has with Cadillac into the dustbin with Pontiac and Saturn? I work in a place that is fairly import-brand-biased (maybe 2-3% of the cars there are "domestics", and there's a glut of BMW/Mercedes/Lexus vehicles), and I'm now seeing a few Cadillacs there - including a CTS-V and STS-V. That's an indication to me that Cadillac's revival has much predated the rest of GM's, bankruptcy or not.


        We can argue whether or not GM is "right-sized", but at some point cutting brands and models further would only reduce GM's ability to compete, not increase it.
        • 5 Years Ago
        Brian's reply is conclusive evidence that he should not be talking about cars. It's interesting to hear what the man has to say when he's not bashing. It turns out that it's not much aside from mindless, ill-informed drivel. Nice job, Brian.
      • 5 Years Ago
      Funny, in September, Chevy, GMC, Buick and Cadillac accounted for 18.6 % of U.S. vehicle sales. (in the process, they accounted for 90% of GM sales.) Not sure what logic says these brands will go backward in market share.

      No question GM will have to work hard to keep some customers in the family. But the Experian study is already out of synch with reality. Which should you believe?

      Tom Wilkinson at GM
        • 5 Years Ago
        Data is based on survey new car buyers simply asking them - what car did you trade-in on your new car - old Fusion for new Fusion Hybrid = brand loyalty, not that hard to figure out...
      • 5 Years Ago
      @Brian

      Yr about as "debate-able" as Limbaugh.
      • 5 Years Ago
      Att : Jim Mbongo - i can 110% assure you that there are many current Chevy drivers / owners that say thier next car will not be an inferior product from GM but instead a quality product from Toyota, Honda, Mazda etc.

      Do you really blame them ... ??



        • 5 Years Ago
        Caddy -V ... Don't even get me started on the long history of poor quality, unreliable, second rate products that have been released from Ford and GM over the years. Infact, Ford and GM have undenibaly sold amoung the lowest quality, most troublesome vehicles that ever graced the road.

        As for Toyota, if you believe the Tundra is a second rate pickup compared to Ford or Chevrolet then quite frankly - you are kidding yourself.

        Truth be told, despite an increase in issues Toyota has had to contend with over the past couple of years ... they however remain amoung the highest quality, most reliable, dependable and durable vehicles on the market and any comment otherwise is simply nothing more then a shear load of utter rot.

        Furthermore ... for many years - Toyota and Lexus have consistantly and constantly ranked either No.1 or amoung the highest ranking car makers in each and every Quality / Customer Satisfaction Survey released wether it be in North or Sourh America, Europe, Asia or even here in Australia while Chevrolet on the other hand have been ordinary at best - usually below average.

        Shall i list the extensive problems that have plagued the F-Series over the years not to mention the numerous current issues ... Naaaa, didn't think so !!
        • 5 Years Ago
        So let me ponder. Do I replace my fleet of 14 pickups (Fords and GM's) with Tundra's?
        No, sorry, I can't afford the rust repairs on a Tundra frame let alone the repairs for bad front ends, rattles in the cabin, bad output shafts, bad cams, cracking tailgates, beds that want to go in a different direction than the truck, and not to mention the 1920's design of the gas pedal and floor mats. But on the plus side, boy those dash knobs sure are big.
        • 5 Years Ago
        Wow, just saw your comment and I couldn't resist,

        "Don't even get me started on the long history of poor quality, unreliable, second rate products that have been released from Ford and GM over the years. Infact, Ford and GM have undenibaly sold amoung the lowest quality, most troublesome vehicles that ever graced the road."
        Umm, just like the recent offerings from Toyota that have frames rust out within 2-3 years, and engines that sieze from sludge at 20,000 miles.

        also

        "Truth be told, despite an increase in issues Toyota has had to contend with over the past couple of years ... they however remain amoung the highest quality, most reliable, dependable and durable vehicles on the market and any comment otherwise is simply nothing more then a shear load of utter rot."
        Umm, actually it was the Tundra that has missed the Consumer Reports "reccomended" seal, and it was the Ford F-150 that was praised as "the most reliable American pickup truck ever produced in history" by Consumer Reports itself.
        • 5 Years Ago
        Tundra is proven garbage and you cannot deny it. The rusted out frames can't even be fixed and these pieces of s**t can't even be driven anymore! Compare this to how many 20, 30 even 40 year old Chevy and Ford trucks which are still on the road and on the job, and you can see what an enormous FAIL Toyota's crap truck is.
      • 5 Years Ago
      well, I did the opposite. Went from a mercury cougar to a Pontiac G6, to a Pontiac G8. how's that for brand loyalty?
      • 5 Years Ago
      @brian:

      Yes i did drive a honda, mazda 3 (lol cousin car) and a GM vehicle before buying my first ford which was a 03 Focus. All things being equal i would have loved the mazda, but finances being what they were i got the focus. Fast foward a few years later and im finding that im wanting a bigger vehicle. Finances improved dramatically so i could get something nicer. I drove a crolla and a camry, didnt like either of those cars. Didnt have the chance to drive another honda, but i did get to test drive a fusion when they first launched. Man was i impressed. So much so that i went ahead and traded in my focus, and upgraded to the fusion. So yeah there is some brand loyalty there.

      Still loving my fusion as well. Have only had one major issue with the air conditioner compressor breaking, but that was covered under warranty and its been fine ever since. :D
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