Ford Motor Co. vehicles accounted for six of the top 10 vehicles for customer brand loyalty, according to the most recent industry analyses from Experian Automotive. Ford Fusion, Ford Edge and Ford Five-Hundred owners showed the industry's highest brand loyalty, returning to buy a Ford Motor Co. vehicle 62.4 percent, 57.9 percent and 56 percent of the time, respectively, according to Experian. The Ford Freestyle (51.9 percent) was fifth, the Ford Escape (49.4 percent) was seventh, and the Ford Focus (47.57 percent) came in ninth.
"Ford had an outstanding performance for brand loyalty in the second quarter of 2009," said Jeff Anderson, director of Consulting and Analytics for Experian Automotive. "With six of the top 10 vehicles for customer brand loyalty, Ford is showing that its products are passing the most important test: turning happy customers into repeat buyers."
Other top-finishing vehicles included the Toyota Prius (52 percent) in fourth place, the Chevrolet Impala (51.7 percent) in sixth place, the Toyota Camry (47.8 percent) at number eight and the Toyota Corolla (47.56 percent) in 10th place.
"Brand loyalty is a critical element of success, even survival, in today's challenged auto industry," said Scott Waldron, president of Experian Automotive. "The ability to retain customers is an important indicator of product success and commitment to developing long-term customer relationships. As automakers are scrambling to maintain market share, holding onto current customers has never been more important."
These loyalty findings, along with analysis of other industry trends, were the result of Experian Automotive's latest quarterly industry study looking at results from the first half of 2009. For a recorded presentation of Experian's full analysis go to: https://www2.gotomeeting.com/register/309875578.
