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.
Customer Retention Survey
- Damon Lavrinc
- Dec 7, 2007
The J.D. Power people compiled their annual list of automaker customer retention rates, and Toyota came out on top, followed closely behind by General Motors. Almost 69-percent of Toyota owners continued their relationship with the manufacturer, compared to GM whose owners returned to the automaker's brands about 65-percent of the time. Honda came in third, with 63.3-percent, while BMW and Ford following closely behind at 56.9-percent and 54.4-percent respectively.
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