Toyota and GM top annual customer loyalty survey

Buick61 · 01-19-2006, 06:16 PM

The results of the annual R.L. Polk & Co. Loyalty Excelerator Report are out, and Toyota scored highest in brand loyalty to an automotive division, knocking Ford out of the top spot for the first time in nine years. GM scored highest in manufacturer loyalty.

Polk defines loyalty in terms of new car customer retention: a new car buyer returning to buy another new vehicle of the same make or model.

For the 2005 model year, Toyota enjoyed a 54.6 percent loyalty rating, while 63.1 percent of GM new car buyers bought another new GM car.

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R.L. Polk Press Release

megeebee · 01-19-2006, 06:37 PM

One could also call this customer "habit", as much as loyalty.

01cavalier · 01-19-2006, 06:55 PM

It's good that GM has above average loyalty overall, though Ford has more models with high loyalty rates than GM.

**nadepalma** · 01-19-2006, 06:59 PM

The ION was top in small car loyalty? Really? I would have thought with the import crowd being the way they are, it would be the Civic.

If the ION is really at the top of small-car loyalty, then I can't imagine how high that figure will go when the new EVOKE comes out to replace the ION in the coming years.

Just my observation.

ByTheLake · 01-19-2006, 07:27 PM

Quote:

Originally Posted by megeebee

One could also call this customer "habit", as much as loyalty.

If a buyer habitually purchases a specific brand, I'd call that loyalty, wouldn't you?

Does loyalty require conscious thought?

Cassie · 01-19-2006, 07:46 PM

For as much of a "dud" as the Ion was .... people who buy them seem to really like them. Go Saturn!!! woo hoo!

atomicshark · 01-19-2006, 07:51 PM

Quote:

Originally Posted by Cassie

For as much of a "dud" as the Ion was .... people who buy them seem to really like them. Go Saturn!!! woo hoo!

I agree. It is good to see the Ion at the top of the list. I can't wait to see the next generation.

Geotpf · 01-19-2006, 07:51 PM

I don't get it. If people who own GM vehicles continue to do so, how come thier sales are dropping? The only logical explanation is that GM isn't getting many sales from first time buyers and conversions from other brands. Once they leave, they stay gone.

GM_Fanatic · 01-19-2006, 07:51 PM

Definitely good to see. I also love seeing the ION up there. Hopefully they have enough loyalty to stick with Saturn through the transition. The Saturn revival NEEDS to be a huge hit for GM! I have no doubts, I'm just stressing it.

Butz · 01-19-2006, 07:55 PM

nice, now they need to win back the import buyers

85 2.8 Camaro · 01-19-2006, 08:03 PM

I'm only loyal to GM because they employed my dad for years and my brother and mother-inlaw still work there, otherwise it would be Honda for me.

asim · 01-19-2006, 08:15 PM

See...GM as a whole beat Toyota and it's groups!

AdmiralViscen · 01-19-2006, 08:24 PM

GM earns loytaly through gigantic diversity in its lineup, and rebates.

usa1 · 01-19-2006, 08:30 PM

GM has been tops in loyalty for years. The big news is that the rates is dropping and import brands are going up.

Mark

dindak · 01-19-2006, 08:36 PM

I will stay loyal as long as they make good cars and sell them at a reasonable price. All my GMs have been good cars.

01-19-2006, 06:16 PM	#1 (permalink)
Buick61 7.0 Liter LS7 V8 Join Date: Dec 2003 Location: DC Metro Area Drives: 58 Belvedere; 61 LeSabre; 96 Fleetwood; 07 SRX Posts: 8,495	Toyota and GM top annual customer loyalty survey The results of the annual R.L. Polk & Co. Loyalty Excelerator Report are out, and Toyota scored highest in brand loyalty to an automotive division, knocking Ford out of the top spot for the first time in nine years. GM scored highest in manufacturer loyalty. Polk defines loyalty in terms of new car customer retention: a new car buyer returning to buy another new vehicle of the same make or model. For the 2005 model year, Toyota enjoyed a 54.6 percent loyalty rating, while 63.1 percent of GM new car buyers bought another new GM car. AutoBlog R.L. Polk Press Release __________________ Used to own: 1959 Cadillac Series 62, 1960 AMC Rambler Six, 1998 Chevrolet Malibu, 2000 Saturn LS2, 2005 Chrysler 300C, 2006 Pontiac G6 GTP

01-19-2006, 06:37 PM	#2 (permalink)
megeebee 5.3 Liter LS4 V8 Join Date: Feb 2005 Drives: 2005 STS 3.6 Posts: 3,485	Re: Toyota and GM top annual customer loyalty survey One could also call this customer "habit", as much as loyalty. __________________ Live in the Seattle area? Love your car? Call these guys: -www.nwautosalon.com

01-19-2006, 06:55 PM	#3 (permalink)
01cavalier 6.0 Liter LS2 V8 Join Date: Jul 2005 Location: Portland, OR Drives: 2007 Cobalt Posts: 4,818	Re: Toyota and GM top annual customer loyalty survey It's good that GM has above average loyalty overall, though Ford has more models with high loyalty rates than GM.

01-19-2006, 06:59 PM	#4 (permalink)
nadepalma GMI Staff Member Join Date: Jan 2003 Location: NJ Posts: 5,636	Re: Toyota and GM top annual customer loyalty survey The ION was top in small car loyalty? Really? I would have thought with the import crowd being the way they are, it would be the Civic. If the ION is really at the top of small-car loyalty, then I can't imagine how high that figure will go when the new EVOKE comes out to replace the ION in the coming years. Just my observation. __________________ Email: nadepalma@gminsidenews.com "La vita è come un albero di Natale..c'è sempre qualcuno che ti rompe le palle!" "You cannot help men permanently by doing for them what they could and should do for themselves" -Abraham Lincoln "Democracy is the worst form of government except for all those others that have been tried" -Winston Churchill "In my many years I have come to a conclusion that one useless man is a shame, two is a law firm, and three or more is a Congress" -John Adams

01-19-2006, 07:46 PM	#6 (permalink)
Cassie 3.8 Liter V6 Join Date: Nov 2004 Location: Memphis, TN Drives: 2002 Saturn SL2, next year I hope to buy a late mo Posts: 320	Re: Toyota and GM top annual customer loyalty survey For as much of a "dud" as the Ion was .... people who buy them seem to really like them. Go Saturn!!! woo hoo! __________________ *"If you want rainbows, you have to put up with the rain." - Dolly Parton*

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01-19-2006, 07:51 PM	#8 (permalink)
Geotpf 5.3 Liter LS4 V8 Join Date: Oct 2005 Posts: 3,465	Re: Toyota and GM top annual customer loyalty survey I don't get it. If people who own GM vehicles continue to do so, how come thier sales are dropping? The only logical explanation is that GM isn't getting many sales from first time buyers and conversions from other brands. Once they leave, they stay gone.

01-19-2006, 07:51 PM	#9 (permalink)
GM_Fanatic 5.3 Liter LS4 V8 Join Date: Dec 2004 Posts: 3,471	Re: Toyota and GM top annual customer loyalty survey Definitely good to see. I also love seeing the ION up there. Hopefully they have enough loyalty to stick with Saturn through the transition. The Saturn revival NEEDS to be a huge hit for GM! I have no doubts, I'm just stressing it.

01-19-2006, 08:03 PM	#11 (permalink)
85 2.8 Camaro Walking Join Date: Nov 2005 Location: LANSING, MI Drives: 06 GRAND PRIX GT Posts: 11	Re: Toyota and GM top annual customer loyalty survey I'm only loyal to GM because they employed my dad for years and my brother and mother-inlaw still work there, otherwise it would be Honda for me. Last edited by 85 2.8 Camaro : 01-19-2006 at 08:06 PM. Reason: missed a word

01-19-2006, 08:15 PM	#12 (permalink)
asim Firebird Concept (the turbine one) Join Date: Mar 2005 Location: Houston, TX Posts: 11,271	Re: Toyota and GM top annual customer loyalty survey See...GM as a whole beat Toyota and it's groups! __________________ I'll make a new sig. Later.

01-19-2006, 08:24 PM	#13 (permalink)
AdmiralViscen 7.0 Liter LS7 V8 Join Date: Aug 2004 Location: New York Posts: 7,501	Re: Toyota and GM top annual customer loyalty survey GM earns loytaly through gigantic diversity in its lineup, and rebates. __________________ God Bless the Blue Bullet.

01-19-2006, 08:30 PM	#14 (permalink)
usa1 6.0 Liter Vortec V8 Join Date: Jan 2003 Posts: 1,592	Re: Toyota and GM top annual customer loyalty survey GM has been tops in loyalty for years. The big news is that the rates is dropping and import brands are going up. Mark

01-19-2006, 08:36 PM	#15 (permalink)
dindak 4.4 Liter Supercharged Northstar Join Date: Jan 2004 Location: Toronto area Posts: 2,181	Re: Toyota and GM top annual customer loyalty survey I will stay loyal as long as they make good cars and sell them at a reasonable price. All my GMs have been good cars.

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