General Motors badgeThe Wall Street Journal is reporting that General Motors has been unable to hold onto the loyalty of new car shoppers who formerly owned vehicles from one of the automakers now-defunct brands. Hummer, Pontiac and Saturn owners are now turning outside of the GM family for their new purchases.

Despite the fact that GM has offered up to $1,000 to those customers during January and February, around 71 percent of Saturn owners traded their vehicle for another brand this year. Likewise, 70 percent of Pontiac drivers opted for a different make when it came time to replace their vehicle in 2011.

While 23 percent of Saturn drivers switched for a Chevrolet, 35 percent turned in their keys for a Honda, Toyota or Ford product.

Speaking of Ford, the report notes that Blue Oval is suffering from similar woes when it comes to Mercury customers. Those buyers headed towards other automakers at a rate of 65 percent this year.