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.Permalink | Email this | Comments