Toyota and Honda Win Top Honors in Polk Automotive Loyalty Award
In R. L. Polk & Co.’s 14th Annual Automotive Loyalty Awards presented at the 2010 Automotive News World Congress in Detroit, Toyota and Honda took top honors.
The Loyalty Award is based on actual model-year purchase/lease activity and recognizes manufacturers for superior performance in customer retention. 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.
The basis for the Polk Automotive Loyalty Awards is the The Polk Manufacturer Loyalty Excelerator™ Report which was introduced to the automotive industry in 1995. It was created to provide the latest insights into household consumer loyalty to automotive
manufacturers at many different levels.
The current awards presented has four new awards categories including the Most Improved Loyalty to Make won by Audi. In addition, three new ethnic loyalty awards were presented.
Toyota who ranked number one in Overall Loyalty to Manufacturer, indicative of the manufacturer’s ability to retain previous customers, edged out General Motors for the first time in nine years.
2009 Model Year (Category and Winners)
Overall Loyalty to Manufacturer Toyota
Overall Loyalty to Make Honda**
Most Improved Loyalty to Make* Audi
Hispanic Market Loyalty to Make* Honda
Asian Market Loyalty to Make* Toyota
African American Market Loyalty to Make* Honda
- Vehicle Segment Awards -
Compact Car MINI Cooper
Mid/Full-Size Car* Toyota Prius
Luxury Car* BMW 3 Series
Sports Car Ford Mustang**
Luxury Sports Car Porsche 911
Minivan Chrysler Town & Country**
Mid/Full-Size Pickup* Ford F-Series
Compact SUV Subaru Forester**
Mid/Full-Size SUV* Lexus RX**
Luxury SUV Land Rover Range Rover**
*New and/or Combined Category Presented for 2009
**Winner from 2008 Model Year
SOURCE: R. L. Polk & Co.
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