Customer loyalty is incredibly important to automakers and something earned by providing both good products and service. J.D. Power has just put out its 2010 Customer Retention Study to show how well each automaker is doing at keeping existing car buyers coming back for more. Leading the way are Ford and Honda who tie each other with a 62 percent rate of customer retention. Hyundai, Lexus and Toyota are right on their heels however with a rate of 60 percent each.
That's customer retention, not retentive customers, though Mercedes-Benz could be said to enjoy both. J.D. Power and Associates has been indexing customer retention for seven years, and Mercedes-Benz tops the list in 2009. Power measures how many vehicle buyers are replacing an older model from the same brand, and Mercedes-Benz's 67-percent retention rate tops all others, including the usual suspects, Honda and Toyota.