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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/

Here are the categories honored:
 

Categories

Winners

Loyalty %

Overall Awards

 

 

Overall Loyalty to Manufacturer

Toyota

58.60%

Overall Loyalty to Make

Honda

54.86%

Most Improved Loyalty to Make

Audi

+ 4.9 points

Hispanic Market Loyalty to Make

Honda

54.97%

Asian Market Loyalty to Make

Toyota

52.03%

African American Market
Loyalty to Make

Honda

56.58%

Vehicle Segment Awards

 

 

Compact Car

MINI Cooper

28.88%

Mid/Full-Size Car

Toyota Prius

35.85%

Luxury Car

BMW 3 Series

32.28%

Sports Car

Ford Mustang

16.30%

Luxury Sports Car

Porsche 911

24.97%

Minivan

Chrysler Town & Country

31.70%

Mid/Full-Size Pickup

Ford F-Series

35.81%

Compact SUV

Subaru Forester

35.44%

Mid/Full-Size SUV

Lexus RX

37.29%

Luxury SUV

Land Rover Range Rover

30.42%

 

 

 




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