• Jan 12, 2011
Polk, the company that has been examining customer loyalty for 15 years, as Ford claiming the top spot in its most recent survey. After polling nearly 5 million "return-to-market" events, Polk found a majority of Ford customers returned to the brand for their next vehicle.

Ford didn't stop at winning Polk's Overall Loyalty to Manufacturer title, though. The Blue Oval also took top honors in the Overall Loyalty to Make, Ethnic Market Make (African American) and Mid/Full-size Pickup Truck categories.

Toyota also fared well in Polk's survey, earning four awards. For the full list of winners, check out the press release after the jump.

[Source: Polk | Image: Drew Phillips/Autoblog/AOL]
Show full PR text
Ford Takes Top Honors in Polk Automotive Loyalty Awards
Several Repeat Winners in 15th Annual Event


SOUTHFIELD, Mich., Jan. 12, 2011 /PRNewswire/ -- Ford Motor Company took top honors in the 15th annual Polk Automotive Loyalty Awards, presented last night at the Automotive News World Congress in Detroit. Ford received awards in several categories, including: Overall Loyalty to Manufacturer; Overall Loyalty to Make; Ethnic Market Make – African-American; and Mid/Full-Size Pickup for its F-Series truck lineup, a repeat winner in the category. This year marks the first time Ford has won the Overall Loyalty to Manufacturer category since 1999.

Polk's Automotive Loyalty Awards are presented to OEMs that demonstrate a manufacturer's ability to retain owners over repeat buying cycles. "The 2010 awards are based on an analysis of 4.9 million return to market events during the 2010 model year," said Brad Smith, director of Polk's loyalty management practice. The model year runs from Oct. 1, 2009 through Sept. 30, 2010.

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. Polk tracks owner loyalty throughout the year and its Loyalty Management Practice regularly works with customers to effectively manage owner loyalty through the in-depth analysis of automotive shopping behaviors, related market influencers and development of retention strategies.

"At Ford, we strive to create a diverse portfolio from small cars to trucks that fit every customer's needs," said Ken Czubay, Ford vice president, U.S. Marketing, Sales and Service. "We're honored Polk is recognizing Ford, as winners in both the manufacturer and make overall loyalty categories, as it's further proof that we're continuing to deliver the fuel-efficient, high quality products customers are looking for."

This year's awards also honored several OEMs with additional repeat winners across a variety of categories. "It's clear that the OEMs are paying attention to the importance of owner loyalty in this economy," said Stephen Polk, chairman, president and CEO of Polk. "We've seen many programs put into place to help them keep customers coming back – and it's paying off for them."

Even though industry volumes have been down the past few years, loyalty rates have increased. "Our research has shown that an OEM's core owner base is very loyal and represents a significant percentage of new vehicle sales during tough economic times," said Smith. "In addition, with an overall increase in loyalty to Asian brands, Ford winning top manufacturer honors is a testament to their success in the U.S. marketplace," he continued.

This year, the awards program had several repeat winners. A complete list of those honored during the program is as follows:
Polk Survey Results


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  • 30 Comments
      • 4 Years Ago
      polka!
      • 4 Years Ago
      Just traded my Ford T-Bird for a Caddy last weekend. Sorry Ford, if the MKZ offered a manual transmission like my new CTS, things might have been different.
      • 4 Years Ago
      There's something about "Ethnic Market Make" that sounds so segregationist. :
      • 4 Years Ago
      With all the technology and solid build quality of a Ford, there's a reason to be loyal.
      We just traded in a 2002 Expedition XLT ($38,000) that had 111,000 on the clock and had been in several accidents to Cadillac for a loaded STS.

      They gave us $4000 despite the myriad of damages on it.

        • 4 Years Ago
        Wow, an Expy for a Cadillac. Recently become a grandfather? :)
        • 4 Years Ago
        @nicholiservia

        I'd give you the annual award for Biggest Contradiction of 2011............ but there's almost 12 more months to go.

        And yeah, you could have traded your broken iPhone for 4 grand off an STS. Actually you could have traded nothing figuring the incentives on that car are usually in the 5,000 to 10,000 range because few people want them outside of funeral homes. Now if you said CTS-V I'd be like Duuuude, way to go!

        Anyway, you bought domestic which I'm proud of! So props to ya for that! :)
        • 4 Years Ago
        You don't know what loyal means, do you?
        • 4 Years Ago
        Can't say the same about Chevy loyalty.

        LOL!
        • 4 Years Ago
        @nicholiservia

        I was kinda feeling bad about my comment which probably made you feel like you got screwed by the dealer and other folk's comments too! You didn't get a bargain but you did get a nice car! Don't listen to the Grand-Pa mobile stuff or me for that matter. It's just the cut-throat world of car guys trash talking other car guys!

        Hell, I remember hours and hours of trash talking cars at the late night diner all through the 90s. We all had Pony cars, we knew which ones were faster, quicker, more agile, more expensive, less expensive, nicer looking, but still we all trashed each other! It's the name of the game bro!

        So congrats on your purchase! Peace
        • 4 Years Ago
        They "allowed" you $4000 on the Expedition - the STS isn't selling and Cadillac is trying to give them away so it was an easy deal. FYI - you could have traded in a Cavalier and have been "allowed" $4000 on a trade for an STS.
        • 4 Years Ago
        @nicholiservia

        That sir, is called "trading up"
        • 4 Years Ago
        Wait, what??
      • 4 Years Ago
      And the editors of this website are the most loyal Hyundai fanatics this year.
        • 4 Years Ago
        I've driven a lot of Hyundais personally. They're nowhere near as good as the press makes them, and those Hyundai backed internet teams go around the internet voting down/speaking out against people who tells the truth about what their cars REALLY are.
        • 4 Years Ago
        I agree, BuyUSA.

        And Jared, all the reviews I read (sans AB) say that while new Hyundais are nice to look at and decent to sit in, the driving dynamics are below average.
        • 4 Years Ago
        If you haven't driven a Hyundai recently, I suggest you do -- they're making some pretty good cars these days.
        • 4 Years Ago
        I don't own a Hyundai personally (saving up money for other stuff and already have a car I like), but I drove a friend's Sonata. Pretty awesome and a great deal. Plus it has the 10 year warranty. Hyundai's probably made the most dramatic leap of all the manufacturers (well, considering they were pretty far down there, they had the most room to improve).
        • 4 Years Ago
        Jared, well said.
        • 4 Years Ago
        emperorkoku, Hyundais drive very much like Toyotas. No, they aren't tuned for enthusiasts like us. They are very well equipped, they ride well, interior appointments are good, and reliability is good. All that and several thousand less than an equivalent Toyota.

        Would most enthusiasts like a Hyundai? No, but most enthusiasts wouldn't care for a Camry either. That doesn't change the fact that both Toyotas and Hyundais are probably very good choices for your Aunt Mildred, and she's far closer to the bulk of buyers than your or I.

        Hyundai is making pretty good cars these days.
      • 4 Years Ago
      Kudos Ford.
      • 4 Years Ago
      I decided to look up the 2007MY results and it's pretty interesting to see the changes. Back then, GM was the was the top manufacturer for loyalty (wtf) with 63% loyalty and Toyota the top make at 57% loyalty and this was at Toyota's peak probably (before the unintended acceleration slander) so Ford having 60% loyalty is crazy!

      Also interesting to note is that the Prius only had a 33% loyalty rate in 2007. Now it's 39%. Not bad.
      • 4 Years Ago
      You are looking at the individual vehicle categories where the F-150 won. However, the other categories are based on all models. They won mfg, make and those other categories.

      They are keeping customers because for the first time in years they have a very good representative in each class (C segment coming). With the new Explorer and the new powertrains in the trucks they should be able to retain a few more.
      • 4 Years Ago
      “I'm gonna drive and gonna go real fast, and turn to the left sometimes.” That's what comes to mind when I think Ford/Chevy.
        • 4 Years Ago
        You make no sense. Especially, when you consider the Mustang, Fusion, Focus (even the current one) and Fiesta are often praised for their "fun to drive" characteristics. Not sure what your preference in automobiles is but you should get out more.
        • 4 Years Ago
        That sounded harsh. My family has been burned on a couple Fords in the past, so it would be tough for me to buy one. I do like the Fusion & Focus though. I think Ford has done a lot better job the past few years, but it's going to take more than that for me to seriously consider them.
      • 4 Years Ago
      Yep, call me a Loyal buyer...i've owned a Focus Zetec (Euro version), Focus XR5/ST and now a Mondeo XR5. Ford Int'l build the best built cars for the price. Very well engineered, tested and researched.
      • 4 Years Ago
      Is it just me, or is a year a bit short of an interval to be gauging loyalty?
      • 4 Years Ago
      I been loyal since I bought my 2004 mustang gt. So far no complains just replacing the tires a bit sooner than I am suppose to. I ll probably keep driving this one until I am able to afford a new one hopefully by 2014 when the new one comes out.
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