Brand loyalty and new car purchases.
The Ford Motor Company enjoys the highest brand loyalty among automotive brands according to the Q3 2012 Loyalty and Market Trends report from Experian Automotive. The Ford Fusion took top honors and was one of seven Ford models to crack the top 10.
Experian Automotive Report
According to its latest report released this week, Experian Automotive discovered that 56.4 percent of Ford Fusion owners returned to the Ford brand to buy or lease another vehicle. Ford Flex owners offered a 55.3 percent loyalty rate followed by the Chevrolet Sonic coming in at 54.3 percent. The Chevy Sonic was the top finisher in the Q2 2012 Loyalty and Market Trends report published last fall.
Said Jeffrey Anderson, director of consulting and analytics for Experian Automotive, “Ford continues to perform exceptionally well in brand loyalty, with a range of products that are getting customers back to the showroom again and again.” Anderson stressed that loyal customers help automotive brands increase market share as well as to make more money through improved profitability.
Top 10 Finishers
The Ford Edge and Kia Forte took the fourth and fifth spots, followed by four consecutive Ford models: Five Hundred, Fiesta, Escape and Focus. The tenth spot was occupied by the Cadillac DTS.
Across the brand Ford enjoyed a 44.1 percent owner loyalty rate, edging out Toyota which came in at 43.3 percent. Kia at 39.9 percent, Hyundai at 38.6 percent and Honda at 38.1 percent followed. The sixth spot belonged to Chevrolet at an even 38 percent, followed by Subaru at 35.7 percent, Nissan at 34.7 percent, Mercedes-Benz at 34.6 percent and in the tenth spot, Lexus, at 34.1 percent.
Corporate Loyalty Leaders
The Experian Automotive report for Q2 2012 looked at corporate loyalty primarily, recognizing that Toyota Motor Sales, USA had earned the top spot for the first time since 2009. TMS includes all Toyota, Scion and Lexus models.
In second place was General Motors (Cadillac, Buick, GMC and Chevrolet) followed by the Ford Motor Company ( Ford and Lincoln) in third place. Hyundai and Honda occupied the next two positions.
Among specific models, Ford took six of the 10 top spots for Q2, adding the Focus as its seventh top 10 finisher in the Q3 report. The Ford Focus along with the Cadillac DTS were new to the top 10 replacing the Toyota Prius and Chevrolet Cruze which fell out.
Additional report findings will be offered during a Jan. 23 webinar. You can learn more or sign up by visiting the Experian Automotive website.
See Also — Experian Automotive: Gas & Buyer Trends