Powered by a dramatic, design-led transformation, Kia Motors America earned the top spot in recently released brand loyalty rankings compiled by global information services company Experian.
Kia has enjoyed unprecedented increases in sales and market share growth, which has translated into the industry’s best loyalty rate of 47.9 percent.
Experian Automotive tracks vehicle ownership and purchase activity using its extensive North American Vehicle Database. The company uses this data to compile quarterly industry loyalty studies at the corporate, brand and model levels. The high rating for Kia means that 47.9 percent of the 54,268 Kia owners who bought another car during the second quarter of 2011 purchased a Kia once again.
“Our design-led transformation has delivered nine new vehicles in less than three years and we are not only seeing more and more new consumers come into Kia showrooms, but also a sharp increase in owners returning and purchasing another Kia vehicle,” said Michael Sprague, Vice President of Marketing and Communications for Kia Motors America.
In addition to its overall top ranking, Kia also placed three of its vehicles within Experian’s top 10 for loyalty in the “models” category. The Forte compact sedan received the highest rating of any vehicle – 67.7 percent. Kia’s Soul urban passenger vehicle checked in at fifth overall, at 59.3 percent and the Forte Koup two-door was eighth at 56.4 percent.
Kia’s 2012 lineup includes the Sorento crossover (CUV), Sportage compact CUV, Optima midsize sedan, Optima Hybrid, Soul urban passenger vehicle, Forte compact sedan, Forte five-door compact hatchback, Forte Koup two-door coupe, the all-new Rio and Rio five-door sub-compacts and the Sedona minivan.
Brand loyalty is a key indicator of an automotive company’s overall success in the marketplace. When consumers enjoy a product and have a positive experience, they are often likely to purchase from the same brand again. Backed by the best brand loyalty ranking in the industry, Kia is poised to keep customers driving their diverse lineup of vehicles for years to come.