Customers are a commodity in the automotive industry, and like any other commodity, automakers trade them back and forth. Only nobody wants to give up their customers – just to keep the ones they have and try to attract others.

That's what the Polk Automotive Loyalty Awards are all about. Every year the industry research body names the automakers, brands and models that manage to keep their customers coming back for more – and attract buyers to switch from other makes. Ford usually does pretty well, but this year it rose above even its own track record.

Not only did Dearborn win the Overall Loyalty to Manufacturer award, but also the Overall Loyalty to Make. Ford also took the African American category, and the F-150 was named the top full-size half-ton pickup in customer loyalty. Ford COO Mark Fields (pictured above) accepted the awards and gave the keynote address at the awards ceremony.

Still, it wasn't all about Ford: Toyota dominated the Hispanic and Asian markets, Subaru was recognized as the Most Improved Conquest Percent of Registrations (meaning that it raised the number of new buyers it attracted more than any other automaker) and Audi for the Highest Conquest Percent of Registrations (meaning that it attracted more new customers than any other brand). See the full breakdown in the press release below.
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Polk Automotive Loyalty Award Winners

Presented by IHS Automotive, the Polk Automotive Loyalty Awards are based on actual model year purchase/lease activity and recognizes manufacturers for superior performance in owner retention – a critical aspect of building and maintaining market share. Owners had such a positive overall experience that they came back to buy another vehicle of the same model, make, or manufacturer. The Polk Automotive Loyalty Awards are the only fact-based awards in the industry based on owner loyalty. Awards are based on actual consumer transactions to determine the winners and information obtained from state registration and lease transaction information.

During the 2013 Model Year, over 25 new vehicles were launched, more than 115 vehicle platforms were refreshed or redesigned and over 7.4 million* households came back into the market to purchase a new vehicle. Find out which OEMs were best able to retain their customer base and which were best able to conquest from their competitors.

We are excited to announce this year's event will have a new format and a couple of new awards.

*Number of returning households is based on the Polk household loyalty methodology and assumes one household per return to market.

2013 Model Year Loyalty Award Winners
Award Category Award Winners
Overall Loyalty to Manufacturer Ford Motor Company*
Overall Loyalty to Make Ford*
Most Improved Loyalty to Make Cadillac
African American Market Loyalty to Make Ford*
Asian Market Loyalty to Make Toyota*
Hispanic Market Loyalty to Make Toyota
Highest Conquest Percent of Registrations Audi
Most Improved Conquest Percent of Registrations Subaru
Non-Luxury Traditional Compact Car Toyota Prius
Non-Luxury Traditional Mid-Size Car Honda Accord
Non-Luxury Compact CUV Honda CR-V*
Non-Luxury Full-Size Half-Ton Pickup Ford F-150*
Non-Luxury Mid-Size CUV Kia Sorento
Non-Luxury Mid-Size SUV Jeep Grand Cherokee
Non-Luxury Traditional Sub-Compact Car Fiat 500
Non-Luxury Mid-Size Van Chrysler Town & Country*
Non-Luxury Traditional Full-Size Car Toyota Avalon
Luxury Mid-Size CUV Lexus RX*
Non-Luxury Mid-Size Pickup Toyota Tacoma
Non-Luxury Sport Mid-Size Car Dodge Challenger
Luxury Traditional Compact Car Mercedes-Benz C-Class
Luxury Traditional Mid-Size Car Mercedes-Benz E-Class
Non-Luxury Full-Size SUV Toyota Land Cruiser
Luxury Compact CUV Acura RDX
Non-Luxury Sport Car Hyundai Veloster
Non-Luxury Compact SUV Jeep Wrangler
Luxury Sport Car Mercedes-Benz SL-Class*
Luxury Full-Size SUV Land Rover Range Rover*
Luxury Traditional Full-Size Car Lexus LS
Luxury Traditional Sub-Compact Car Lexus CT200H
Luxury Mid-Size SUV Mercedes-Benz G-Class
Luxury Exotic Car McLaren MP4
Luxury Prestige Full-Size Car Rolls-Royce Phantom

*Winner from previous model year award



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    • 1 Second Ago
  • 32 Comments
      INCREDIBLE BOB
      • 1 Year Ago
      Noah -- sorry, but you explained it wrong Subaru was recognized as the Most Improved Conquest Percent of Registrations (meaning that it raised the number of new buyers it attracted more than any other automaker) --- NO, Subaru's raise in the PER CENT of new conquests to total sales was greatest and Audi for the Highest Conquest Percent of Registrations (meaning that it attracted more new customers than any other brand) ---NO, Audi attracted a larger PER CENT of new customers to total sales of any brand Thanks
      Jimmy Joe
      • 1 Year Ago
      Hertz just loves to keep buying Fords time and time again, of course they win the loyalty awards.
      al4gg10
      • 1 Year Ago
      From all the Reliability / Quality ratings I see ... Fords reign will be Very Short Lived ! They made cars that are good for a test drive but terrible for ownership with all the problems they have throughout the lineup ! Worst in almost every category for Quality / Reliability .... extreme lemons. They use the public to do their testing for them. Complaints will out weigh the nice exterior design by FAR ! Too bad, the initial reviews even by Consumer Reports had the new Fords as being good driving cars. Where is the Quality Control Ford ?
      carlotta
      • 1 Year Ago
      Ford owns the KMart crowd. Ask Adam Levine.
      • 1 Year Ago
      [blocked]
      BYALTF
      • 1 Year Ago
      I wouldn't have guessed Ford had the most loyal customer. Chevy owners are crazy loyal. I have relatives and coworkers that have transmission failures, engine failures, steering rack failures, wheel bearing failures, brake failures, and they go right back to Chevy and by another. Sure many of these are under warranty, but many are just over the 5 years, but well under 100,000 miles, so it's on them, but they still go back to the same place. I left years ago and found how good cars could be. Ford may have a higher percentage that go back, but Chevy has some of the most stubbornly loyal customers I've ever seen. I think they just assume this is normal.
        TPGIII
        • 1 Year Ago
        @BYALTF
        I have coworker that had a 08 Malibu that the tranny finally completely failed just days after the warranty expired. Had it towed to the Chevy dealer mad as hell but came away with a new SUV. Traded the Malibu unfixed, hoping for better results this time. BTW, the tranny problems were to most expensive but just a small part of what had gone wrong.
      kontroll
      • 1 Year Ago
      toyota dominated the asian market...no $hit! these "american" asians come to america for a better life than the $hitholes where they come from and all they drive is asian krap welcome to america
        Karl Henry
        • 1 Year Ago
        @kontroll
        You are absolutely correct!! They don't buy anything from anyone else but want to sell the world everything.. Selfish,selfish culture
        knightrider_6
        • 1 Year Ago
        @kontroll
        It's like Caucasians buying a BMW or Jaguar.
      mylexicon
      • 1 Year Ago
      His face is so punchable.....
      funguy6713
      • 1 Year Ago
      Audi is an aspirational luxury target for those moving up the food chain...until Audi's new customers experience Audi's known reliability issues and poor post-dealer experience...then they go to BMW or M-B or even Lexus-Infiniti-Genesis or Cadillac...
        Zcd1
        • 1 Year Ago
        @funguy6713
        Completely false and misleading, but of course you're welcome to your own opinion. I'd quote actual statistics, but your post indicates that you've ignored them thus far, so no reason to think introducing facts would change your mind.
          audisp0rta4
          • 1 Year Ago
          @Zcd1
          Audi has reliability issues, but so does BMW and MBZ for sure. Hell...reliability issues are part of the luxury ownership experience beyond the free scheduled maintenance/warranty period.
      linuxaddict7
      • 1 Year Ago
      I think lot of f150 owners were part of survey. I don't think ford has much loyalty on cars.
      knightrider_6
      • 1 Year Ago
      If Loyalty = a car owner buying the same make or same model again, why is Conquest (new buyers) counted as loyalty? Doesn't make sense! Did they create that category just so that poor Audi could win something?
      karlhungus
      • 1 Year Ago
      Asian-Americans driving an American make is almost unheard of.
        icemilkcoffee
        • 1 Year Ago
        @karlhungus
        True. I am kind of surprised to see Hispanic buyers favoring Toyota though. In this area I see a lot of Hispanics driving domestic pickup trucks and full sized SUVs.
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