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R.L.
Polk presents first Loyalty Awards for brands purchased by ethnic
consumers
(January 12, 2010) R. L. Polk & Co.'s 14th Annual Automotive Loyalty
Awards were presented at the 2010 Automotive News World Congress in
Detroit. Four new awards categories were presented including three new
ethnic loyalty awards for auto brands that registered the highest
percentage of customer loyalty with African-American, Hispanic and Asian
consumers.
Honda captured the title in the newly introduced African American and
Hispanic Loyalty to Make Awards categories. It had 56.6 percent among
African-Americans and 54.8 percent with Hispanics. Toyota registered the
highest loyalty to make with Asians with 52 percent.
Edging out General Motors for the first time in nine years, Toyota
ranked number one in Overall Loyalty to Manufacturer, indicative of the
manufacturer's ability to retain previous customers. Toyota also won top
honors in the Mid/Full-Size Car and Mid/Full-Size SUV categories for the
Toyota Prius and Lexus RX respectively, and received the new award for
brand loyalty among Asian American consumers.
"After an extremely difficult year for the auto market, winning four
Polk Loyalty Awards is a real boost for us," said Jim Lentz, president
and chief operating officer of Toyota Motor Sales, U.S.A., Inc. "We're
especially grateful to our dealers and customers for their trust in
Toyota, Lexus and Scion."
Audi won top honors in the Most Improved Loyalty to Make category. The
award, introduced this year, honors the make that recorded the largest
percentage point improvement in loyalty for the 2009 model year. Audi
recorded a 4.9 percentage point increase in its customer loyalty.
Ford garnered two awards: The F-Series earned the Mid/Full-Size Pickup
nod and Mustang repeated in the Sports Car category. Other repeat
winners included Subaru Forester in the Compact SUV segment, Land Rover
Range Rover in the Luxury SUV category, and Chrysler Town & Country
which has won the Minivan segment for the past eight years.
Other winners honored in tonight's ceremony included the MINI Cooper in
the Compact Car category; BMW 3 Series in the Luxury Car segment; and
the Porsche 911 in the Luxury Sports Car category.
"Maintaining a solid loyal customer base is not easy, but it is
essential to survive in today's competitive environment," said Stephen
Polk, chairman, president and CEO of R. L. Polk & Co. "Tonight's winners
are all excellent examples of what customer retention can do for your
brand and your bottom line."
The Polk Manufacturer Loyalty Excelerator Report, is the basis for the
Polk Automotive Loyalty Awards. This report was introduced to the
automotive industry in 1995 and was created to provide the latest
insights into household consumer loyalty to automotive manufacturers at
many different levels. It is now used to provide loyalty percentages for
the entire automotive industry and allows for cross-industry comparisons
of loyalty behavior. The report measures loyalty throughout the entire
model year so that manufacturers may keep abreast of loyalty trends as
they occur in the industry.
The Polk Automotive Loyalty Awards recognize manufacturers for superior
owner loyalty performance. Loyalty is determined when a household that
owns a new vehicle returns to market and purchases or leases another new
vehicle of the same model or make. For a complete list of current and
past Polk Automotive Loyalty Award winners, please visit
http://usa.polk.com/Company/Loyalty/.
