Big T Is Back Despite Recalls, Earthquakes And Politics
Since it emerged from bankruptcy in 2009, General Motors has been spending a goodly amount of effort trying to prove that the "New GM" does things differently than the company that squandered over 15 points of market share in the past two decades. Its latest gambit is linking salaried employee bonuses, in part, to customer loyalty. While we tend to cast a skeptical eye on such proclamations – whether they come from GM or any other automaker – we're intrigued by what seems like a legi
The 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.
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.
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.
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