• Jan 17th 2010 at 12:21PM
  • 53
Key to the survival of any business are repeat customers, and automobiles are no different. The data miners at R.L. Polk & Company have announced the winners of their 2009 Automotive Loyalty Award after wading into facts and figures tracking customer loyalty to automotive nameplates. This is the 14th year Polk has presented the awards, and three new categories noting loyalty among specific ethnic groups were added this year.
Overall Loyalty to Manufacturer went to Toyota, unseating General Motors from its nine-year run. Toyota cleaned up two more categories - Mid/Full-Size Car for the Toyota Prius and Mid/Full-Size SUV for the Lexus RX - and also secured one of the new ethnic category awards, taking home the honors for Asian-American brand loyalty.

Honda took awards for Overall Loyalty to Make as well as picking up the new African-American and Hispanic loyalty awards. Most Improved Loyalty went to Audi for its 4.9 percent bump in customer retention. Ford's F-Series pickup and Mustang ponycar won their respective categories, while the Subaru Forester, Range Rover, and Chrysler Town & Country repeated wins in their segments. The BMW 3 Series, Mini Cooper, and Porsche 911 also took home hardware. More details are given in the press release posted after the jump.

[Source: R.L. Polk & Co.]


Polk Announces 2009 Model Year Automotive Loyalty Award Winners

Toyota and Honda Win Top Honors in 14th Annual Event

SOUTHFIELD, Mich. (January 12, 2010) – Toyota and Honda took top honors in R. L. Polk & Co.'s 14th Annual Automotive Loyalty Awards, which were presented this evening at the 2010 Automotive News World Congress in Detroit. Four new awards were presented including the Most Improved Loyalty to Make, which was won by Audi. In addition, three new ethnic loyalty awards were presented.

Edging out General Motors for the first time in nine years, Toyota ranked number one in Overall Loyalty to Manufacturer, indicative of the manufacturer's ability to retain previous customers. Toyota also won top honors in the Mid/Full-Size Car and Mid/Full-Size SUV categories for the Toyota Prius and Lexus RX respectively, and received the new award for brand loyalty among Asian American consumers.

"After an extremely difficult year for the auto market, winning four Polk Loyalty Awards is a real boost for us," said Jim Lentz, president and chief operating officer of Toyota Motor Sales, U.S.A., Inc. "We're especially grateful to our dealers and customers for their trust in Toyota, Lexus and Scion."

Honda also was a big winner, taking top honors in the Overall Loyalty to Make category and winning the newly introduced African American and Hispanic Loyalty to Make Awards, which recognize customer loyalty among these ethnic groups.

Audi won top honors in the Most Improved Loyalty to Make category. The award, introduced this year, honors the make that recorded the largest percentage point improvement in loyalty for the 2009 model year. Audi recorded a 4.9 percentage point increase in its customer loyalty.

Ford garnered two awards: The F-Series earned the Mid/Full-Size Pickup nod and Mustang repeated in the Sports Car category. Other repeat winners included Subaru Forester in the Compact SUV segment, Land Rover Range Rover in the Luxury SUV category, and Chrysler Town & Country which has won the Minivan segment for the past eight years.

Other winners honored in tonight's ceremony included the MINI Cooper in the Compact Car category; BMW 3 Series in the Luxury Car segment; and the Porsche 911 in the Luxury Sports Car category.

"Maintaining a solid loyal customer base is not easy, but it is essential to survive in today's competitive environment," said Stephen Polk, chairman, president and CEO of R. L. Polk & Co. "Tonight's winners are all excellent examples of what customer retention can do for your brand and your bottom line."

About The Polk Automotive Loyalty Awards
The Polk Manufacturer Loyalty Excelerator™ Report, is the basis for the Polk Automotive Loyalty Awards. This report was introduced to the automotive industry in 1995 and was created to provide the latest insights into household consumer loyalty to automotive manufacturers at many different levels. It is now used to provide loyalty percentages for the entire automotive industry and allows for cross-industry comparisons of loyalty behavior. The report measures loyalty throughout the entire model year so that manufacturers may keep abreast of loyalty trends as they occur in the industry.

The Polk Automotive Loyalty Awards recognize manufacturers for superior owner loyalty performance. 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. For a complete list of current and past Polk Automotive Loyalty Award winners, please visit http://usa.polk.com/Company/Loyalty/.

About R. L. Polk & Co.
R. L. Polk & Co. is the premier provider of automotive information and marketing solutions. Polk collects and interprets global data, and provides extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage. Polk helps automotive manufacturers and dealers, automotive aftermarket companies, finance and insurance companies, advertising agencies, media companies, consulting organizations, government agencies and market research firms make good business decisions. A privately held global firm, Polk is based in Southfield, Mich. with operations in Australia, Canada, China, France, Germany, Japan, Spain, the United Kingdom and the United States.

Polk Automotive Loyalty Award Winners – 2009 Model Year

I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.

    • 1 Second Ago
      • 5 Years Ago
      I love their speakers.
      • 5 Years Ago
      qbretzke 1:09PM (1/17/2010)

      HA HA Take that GM at least Toyota dosent have a big rig fleet like you GM guys do back in the day my dad inherited a 1979 Toyota Corolla and i loved it and i miss it and also my mom and sister both own Toyota Camry Hybrids which are beautiful cars and i might add if GM fails to put the GMC Granite in production its still SWIMSUIT TIME Susan Dochertey

      Anyone who gets a hard on driving a ricer like TOY ota I can assure also gets their ass kicked by some broad who has bigger balls then you do.
      I suggest you try and preserve any manhood by driving that ricer with a bag over your head . . . .

      I really laugh when driving up hills and mountain roads and all the ricers are in the right lane trying to make it to the top of the hill.
        • 5 Years Ago
        I am no man i am a Cybernetic Organism made by Cyberdyne Systems everything i see SkyNet sees so watch out.
        • 5 Years Ago
        God you're such a tool. No really, you are.
      • 5 Years Ago
      I think it had a lot to do with the fact that they went bankrupt and then changed management every five seconds, and continued to waste money on BS. Everyone but the most rabid fanboys would have given up after that. There's a few of them on this blog, and I'm sure they'll be on here to defend GM any second now, and bring up floor mat issues as if they're the manufacturer's fault... NO WAIT ITS THE ECU GREMLINS!!! LOL
        • 5 Years Ago
        LOL!!!!! Click my name, and read my other posts. You're going to look really stupid when you get to the one about Chinese automakers having dealerships in the USA. I despise Wal Mart more than anyone you know, and I hate China and boycott them!

        I'm a true patriot. I stand for the ideals that America was built on. As such, I believe that money has to be made by productivity, not by looting.

        GM is a very ANTI-American company, and has been for decades. They've misappropriated taxpayer dollars by being bailed out, when they should have either collapsed or restructured, without needing a damn dime from the taxpayers. They've been running on some halfassed communist business model for a long time.

        I would never shop at Wal Mart, and I'd love it if they went bankrupt and all the morons who shopped there got exactly what they deserved for pissing on American productivity, industry and business! Every time I see a Wal Mart communist mother****er commercial "Save money live better" BS my blood boils!

        BTW, where are your clothes and shoes made? None of mine are made in third world sweatshops pal. All made in USA, Canada, Italy, New Zealand. I bet you've got Chinese or Vietnamese shoes right? Maybe Indonesian, Chinese or Indian clothes? Watch who you accuse of being unpatriotic.
        • 5 Years Ago
        I don't think the point was to "accuse" you of being Japanese, but being like the Japanese. At least, that's the way I took it. Your ethnicity is certainly no concern of mine.

        It didn't take the financial collapse for GM to start building hot product. Those products were already in the works before Wall Street created the mess that put so many companies in the wringer. GM was already working on the steps it would have taken to turn things around, especially with new union contracts.

        GM killed four brands which were either created by them or acquired by them decades ago, and one, Saab, was already dead when they got there. If they're guilty of anything as far as Saab goes, it's not bringing it back to life.
        • 5 Years Ago
        No dude, there are several people on here who've accused me of being ethnic Japanese and working for Toyota! Seriously!

        They think it's impossible for an American to hate China so much, since most Americans are apparently fat lazy slobs who shop at Wal Mart. I guess it surprizes them that I'm American and have taste.
        • 5 Years Ago
        invisiblepigeon3, you sound like a Japanese. Japanese are also anti-chinese.
        • 5 Years Ago
        invisiblepigeon3 - "I think it had a lot to do with the fact that they went bankrupt"

        I won't disagree with this. However, there are quite a few hot products from General Motors and they will probably help to stop some of the customer losses and even gain some customers. Not everyone is rabidly pissed off about the bailout and most people won't give a sh!t about it once the economy turns around.

        Justin - I think you're wrong but...

        801045 - I never thought of that, and you may be right.

        Damned if I didn't forget to hit the reply.
        • 5 Years Ago
        What I love about the Internet is I can safely say that most people who live in the US hate it.

        Congrats on hating America. I bet you shop at Wal-Mart.
      • 5 Years Ago
      We GM loyalists give credit where credit is due, Pidgeon. The future looks brighter and brighter for Kamikaze Motors under the leadership of Dr. Kevorkian due in large part with Americans frustration with the democrats and Obowmao's economic policies and are seeking just the right tool (toyolex's) to end it all. Ninety miles per with stuck throttle is a quick and painless way to go one would imagine.
        • 5 Years Ago
        It was a Dodge Charger, Taxi or not you idiot. Get that through your thick skull.
        • 5 Years Ago
        Mact, we recently flew out to Vegas and took a Sienna cab to the hotel and a Crown Vic back. Both were an absolute piece of garbage. As much as I hate anything Toyota, I would never judge a car company on the basis of riding in a lowly fleet car. And I doubt seriously anyone with half a brain would make a purchase or not make a purchase based on a "taxi ride". But then, there's you.
        • 5 Years Ago
        Mact, it's pretty hard taking anything from you seriously when in a previous post you judged a car based on a "taxi-ride". Troll away little boy.
        • 5 Years Ago
        Bailout one for GM(it wasn't the government actually): http://www.businessweek.com/careers/managementiq/archives/2009/06/gms_first_bailo.html?chan=top+news_special+report+--+general+motors+new+landscape_special+report+--+general+motors+new+landscape

        It wasn't GM in the 70's. Got my bankrupted American automakers mixed up again! It was Chrysler that set the precedent in the 70's. GM was going down the toilet already, but they hadn't taken money yet. My bad confusing those two, but it's hard to keep track of all their BS. http://en.wikipedia.org/wiki/History_of_Chrysler#The_1970s

        The 70s were really when GM's problems that lead to bankruptcy started though. That's when they started rebadging and corner cutting with things like the 90deg V6 that was unacceptably rough, and making archaic gas guzzlers with poor quality, while the Japanese cars started to take over their market share. By the 80's and 90's Cadillac and Buick were both jokes. Ford had surpassed GM's profits and GM was down the toilet. The only thing that kept them alive until the banks collapsed was all the people living on debt and falling for their marketing. When that dried up, so did GM's profits.
        • 5 Years Ago
        pidgeon - First, thanks for the link. Second, you should get your stories straight before you post them. It is understandable that you would not necessarily know about a history of which you have no interest, and were not alive to experience. Your creative melodramatic embellishments, which seem a feeble attempt at sparing yourself embarrassment, are totally unnecessary.

        If you read your own link, you would see that the relationship between Dupont and General Motors was as symbiotic in business as it gets. Regardless of how the author tries to spin the history to suit his own needs, Dupont needed General Motors and owes its existence to them as much as vice versa.
        • 5 Years Ago
        Wow, a butt-hurt republican. It all makes sense now.
        • 5 Years Ago
        GM was having trouble in the 70's when the government stepped in the first time. Was GW Bush in office then? Are you ****ing serious?


        Your obsession with the floor mat issue is amazing. If I die in a fireball in my IS250 because of a bad ECU and I never post on here again, I guess I'll buy you a beer in the afterlife.

        That being said, I've been trying to find out where Lexus gets the hides for its leather, to make sure its not from China or some other sucky country. They refused to tell me where it's from as the information is "proprietary". Wanna help me find a way to make them tell me caddy? Know any legal angle I could use to make them disclose it?
        • 5 Years Ago
        Gov stepped in on GM in the seventies? What? Where'd that come from?
        Don't know where the seats are made but I suspect the Phillipines. This link might interest you. http://www.toyota-boshoku.co.jp/en/release/07102901e.html
        They also nave plants here but I think that's more for transplant use. For the record, the Lexus we had had within the top five cars we've owned. The most comfortable leather seats, I know, almost unbelievable, a 2000 Sebring JXI convertible. I gave it to my nephew when he turned 16 in 05 and now after 140K of almost trouble free driving it's still on the road and running just fine.

        jsjs, please elaborate, I'd seriously like to know how the liberal loons could blame this one on the past administration. Oh, nevermind. They're already trying to link the earthquake in Haiti with global warming.
        • 5 Years Ago
        PS If my seats are from the Philipines, I'm totally pissed. I found out that companies can label things as "made in" if there's value added to them in that country. So they could spit on them in Japan and call it "made in Japan". I wonder if there's any way to sue them for false advertizing?
      • 5 Years Ago
      Geo 12:32PM (1/17/2010)

      No surprise at all! At least to me. Bravo for Honda and Toyota. It is expected. All the ads in the world which GM is pouring lately regarding comparison with fuel efficiency, cargo capacity and what not with Honda and Toyota (lexus vs. buick, too) can not actually change the actual picture in the real world where the actual buyers with the checks are. We have seen this in "By the Numbers" articles for the entire year too. Even Chrysler put an entry there, GM could not... with any of the brands/models ....

      BS riceball, we can care less what crap you drive in other countries, ricer cars have no character but worse no balls.

      Remove the payoffs the japs do to get the slanted press views and the propaganda from this aussie blog and you get the real truth

      Choke on this :

      News readers pick show's top cars
      GM nabs overall slot;
      Ford has 4 winners and Chrysler has 2

      Detroit's Big Three dominated the list of winners for The Detroit News Readers' Choice Awards for the North American International Auto Show.

      General Motors Co. scored the Best of Show award for its Cadillac CTS-V Coupe in the sixth annual competition.
      GM also won the Future Fantasy award for its Cadillac XTS Platinum Concept and Most Earth Friendly for the Chevrolet Volt.

      The awards were announced Friday at the Detroit Economic Club's 2010 North American International Auto Show luncheon at the Detroit Marriott.

      "It is an honor for Cadillac to be selected by the readers of The Detroit News for these awards," said spokesman Nick Twork.

      The awards are the only vehicle honors at the show decided by the general public !
      ( shows the press is paid off by the japs)

      The competition was judged by a panel of 100 Detroit News readers who had an early-bird chance to tour the show and check out vehicles.

      Ford Motor Co. also scored big with four awards; and Chrysler Group LLC snagged two.

      "Any time consumers vote for your products, it's the sincerest form of flattery," said Chrysler spokesman Rick Deneau.

      The awards were presented by Detroit News Editor and Publisher Jonathan Wolman.

      "We asked 100 of our car-crazy readers to walk through the auto show and vote on the vehicles they liked best," Wolman said. "They loved the range of choices -- I think it bodes well for the industry in the year ahead."
        • 5 Years Ago
        How come so many people who cheerlead for domestics can't string together a coherent sentence, format their typing properly, and insist on using racially charged language?
        • 5 Years Ago
        The big 3 winning car show awards from a car show in Detroit? Who would have thought.
      • 5 Years Ago
      Polk released a press statement in December that the Cash For Clunkers program had skewed loyalty, at the expense of GM and Chrysler by increasing their defections.

      • 5 Years Ago
      invisiblepigeon3 - "I think it had a lot to do with the fact that they went bankrupt"

      I won't disagree with this. However, there are quite a few hot products from General Motors and they will probably help to stop some of the customer losses and even gain some customers.

      Justin - I think you're wrong but...

      801045 - I never thought of that, and you may be right.
      • 5 Years Ago
      Detroit's automakers will never see the success and loyalty they've had in the 50s and 60s until the federal government lifts all the regulations imposed on them beginning in the 1970s. CAFE is one of them. Then the big 3 wouldn't need to build cars they don't profit from. They would be able to build beautiful cars again like we saw coming from them during the 50s and 60s. We don't need the government forcing Detroit to "nerf up" their cars anymore. Detroit can sell "nerfed-up" cars only if there is a market for them. It would probably revitalize Detroit, too! Imagine that.
        • 5 Years Ago
        I'm sure this attitude prevails at all failing companies.
        If they did X, Y, or Z, we'd be fine. It'd be easier.

        CAFE, crash tests, and emissions are facts. If a company cannot deal with these facts, they wont be a company for long.

        Just thank your lucky stars that our government is committed to being large. Because a hands off government wouldn't have given tax payer money to failing companies.

        You know why Honda is profitable, and why GM hurts America right now?
        "When congress passes new legislation, GM hires 100 lawyers, Honda hires 100 engineers."
        • 5 Years Ago
        I'm sure this attitude prevailed in the boardrooms in Detroit.
        We could make the best car if they did X, or Y, or Z. This attitude leads to failure.

        "We'd have the best sports sedan if the S4/A4 didn't exist"

        "We'd have the greatest luxury sedan in the world, no doubt, if Lexus didn't exist"

        "We'd have the best pickup truck in the market if GM and Ford didn't exist"

        See what I did there? Would you like an acutal quote, it's a little paraphrased, but Soichiro Honda once said, "When Congress passes new car legislation GM hires 100 lawyers, Honda hires 100 engineers."

        CAFE, Crash Standards, and competition are now matters of fact, if a company cant accommedate them, then the market won't allow them to be a company for long.
      • 5 Years Ago
      Toyota has nothing going for it recently their cars have gotten from bad to worse both in reliability and design, at least Honda is reliable although they are getting uglier every year.
      • 5 Years Ago
      Yes. Toyota did it again... Congra
      • 5 Years Ago
      Well, the 58% refers to manufacturer which they distinguish from make, so I'm guessing that includes Scion and Lexus. We don't know the overall Toyota make data.

      Honda has the top loyalty make award at 55%, where black people are 58% loyal to it and hispanics are 55% loyal to it. This means white people should also have similar loyalty since they have the majority of the market. Asians are the most loyal to Toyota, but they are probably also least likely to be loyal to any brand I'm guessing. A lot of Asians I know are now buying Hyundai.
      • 5 Years Ago
      Learned to drive in a 50s Chevy; first car was a 53 BelAir; then a Caddy, Pontiac, Olds, In 1975, I bought a used 240Z; haven't bought a GM since. I discovered that cars don't require constant maintenance and fault correction. But, I'm leaving the door open for a possible return try...hurry and let's see the Volt on the road.
    • Load More Comments
    Share This Photo X