The Top 5 Automobile Brands with the Most Customer Loyalty 2012

  Car Brand Customer Retention Rate
1 Hyundai 64%
2 Ford 60%
3 Honda 60%
4 BMW 59%
5 KIA 59%
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 Facts
  1. According to the J.D. Power and Associates 2012 Customer Retention Study, one in three new-vehicle owners who switched brands say their previous brand didn't make the type of vehicle they wanted, indicating that striking the right combination of model offerings and vehicle appeal is critical to retaining customers. Overall customer retention has improved by one percentage point in 2012 to 49 percent, compared with 48 percent in 2010. In 2012, 19 of the 33 ranked brands have improved their customer retention rates from 2010, while 14 have declined. (a.)
  2. Hyundai ranks highest among automotive brands in retaining customers when they buy a new vehicle, and improves its retention rate by four percentage points from 2010 to 64 percent in 2012. Hyundai's retention rate is primarily driven by the Elantra and Sonata models. (a.)
  3. Following Hyundai in the rankings are Ford and Honda, in a tie, each with a customer retention rate of 60 percent. Jeep posts the greatest improvement in customer retention rate from 2010, improving by 17 percentage points to 51 percent in 2012. (a.)
  4. The study also finds that women and younger vehicle owners (those in the Generation Y and Generation X demographics, between ages 23 and 47) are less likely to choose the same vehicle brand for their next purchase, compared with men and older owners. Women and younger vehicle owners are more likely to experience changes in their life circumstances, including growth in household size or changes in income levels, that would lead them to purchase vehicles that better accommodate their new lifestyle. (a.)
  5. Brands that perform particularly well in retaining women customers include Honda, Hyundai, Kia and Mercedes-Benz. Among vehicle owners in the Generation Y and Generation X demographics, Ford, Kia, Lexus and Mercedes-Benz perform particularly well in customer retention. (a.)
Top 5 facts sources:
  1. J.D. Power and Associates 2012 Customer Retention Study. (2012). Retrieved: March 2nd, 2012.
Tags: Top 5 Most, Motor Vehicles, Brands & Consumer Products

Sources:  J.D. Power and Associates 2012 Customer Retention Study

List Notes: Data is the rate at which automotive brands retain their existing customers. Data is for the United States for the year 2012. The 2012 Customer Retention Study is based on responses from 117,001 new-vehicle buyers and lessees, of which 73,733 replaced a vehicle that was previously acquired new. The study was fielded between February and May 2011 and August and September 2011.
Automobile Brands with the Most Customer Loyalty 2012

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