Ford and General Motors Lead Automotive Loyalty

Ford Motor Company and General Motors Corporation had the highest levels of automotive customer loyalty in early 2004, according to R. L. Polk & Co's mid-year consumer loyalty rankings. The results are published as a precursor to the Polk Automotive Loyalty Awards, held annually in Detroit.

General Motors has led since 2000 in manufacturer loyalty, and continues on top during the first six months of the 2004 model year with 65.7% of customers returning to the automaker when they make future purchases. At the make level, Ford continues an eight year run at the top with 57.5% of its buyers remaining loyal.

Despite these long runs of overall success, the volatility and competitiveness of the market is shown by the jostling for position of top models within individual categories. 'In many cases', according to Melissa Travers, Manager of the company's Loyalty Solutions team, 'Polk has found that models can briefly surge to the top of loyalty rankings due to attractive redesigns and particularly enticing incentive offers'. Eight of the 2003 segment winners did not make it into the 2004 mid-year findings. GM nameplates surged to replace Ford Motor Company vehicles in four segments, with the Saturn Ion notably replacing winner for four consecutive years the Ford Focus in the Small Car segment. Three Ford Motor Company light trucks maintained their leads in the Compact Pickup (Ford Ranger), Full Size Pickup (Ford F-Series), and Full Size SUV (Expedition) segments.

'Reflecting the fluid nature of the automotive business, there are both relatively new models leading segment categories, as well as models returning to the top spot after briefly slipping out of the lead', says Travers. Three segment leaders from 2001-2 who were replaced in 2003 are now leading again:

• The Buick LeSabre leads the Large Car segment again after losing top spot in 2003 to the Mercury Grand Marquis
• the Cadillac DeVille returns to the top in the Luxury Car segment, ousting 2003 usurper the Lincoln Town Car
• the Lexus LS 430 is back above the BMW 7 Series in the Prestige Luxury Car segment

. Entirely new to the loyalty race this year is the Range Rover in the Prestige SUV segment and the Ford Mustang in the Sports Car segment.

Polk's Manufacturer Loyalty Excelerator report was introduced in 1995 and also allows for cross-industry comparisons of loyalty behavior. Loyalty is defined as a household that owns a new vehicle returning to market and purchasing or leasing another new vehicle of the same model, make, or manufacturer.

www.polk.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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