Welcome!

News Feed Item

Ford Earns Top Marks In Polk Automotive Loyalty Awards; Volkswagen Named Most Improved

17th annual event honors manufacturers for consumer loyalty in 2012

SOUTHFIELD, Mich., Jan. 15, 2013 /PRNewswire/ -- Ford Motor Co. earned top honors for the third consecutive year during the 17th annual Polk Automotive Loyalty Awards presented this evening at the Automotive News World Congress in Detroit.  Ford was honored with awards for Overall Loyalty to Manufacturer and Overall Loyalty to Make.  The Ford F-Series also won in the Mid-/Full-size Pickup category for the 15th time.

(Logo: http://photos.prnewswire.com/prnh/20120606/DE20130LOGO )

A Polk analysis attributes Ford's owner loyalty success this year to its shorter product refresh cycles, a customer-focused lease end process and the company's competitive product lineup across most vehicle segments.

"We are honored that our customers continue to choose Ford and Lincoln products.  Each day, we and our dealers strive to earn their loyalty by providing exceptional sales experiences and a great consumer value proposition driven by high fuel economy, smart technology and safety," said Ken Czubay, vice president of Marketing, Sales and Service, Ford Motor Company.

Additional highlights from tonight's awards program included Volkswagen being honored for the first time in the Most Improved Loyalty to Make category.  This win is based largely on VW's emphasis on customer engagement spanning the length of ownership, as well as the carmaker's aggressive vehicle pricing strategy in the U.S. market without compromising its product offering.  Honda was honored in the Compact Car segment for Civic, a first time winner in the category, and won the Compact SUV category for CR-V.   

"As manufacturers work to retain customers in this incredibly competitive market, we're seeing increased activity surrounding customer engagement, which is beginning to resonate with consumers," said Brad Smith, director of Polk's Loyalty Management Practice.  "Our automotive OEM and agency customers are developing new loyalty programs within their organizations, and as a result we're seeing increases in repurchase loyalty."

Ford was a repeat winner in the African-American Market Loyalty to Make category, sweeping the segment since 2010.  Honda and Toyota rounded out the ethnic loyalty honors with respective wins in the Hispanic Market Loyalty to Make and Asian Market Loyalty to Make categories. 

With ethnic buyers representing 19 percent of all owners returning to buy again in 2012, according to Polk's analysis, the manufacturers that succeed in building loyalty among this audience will strengthen brand position as the number of multi-cultural consumers continue to increase their buying power and influence in the automotive marketplace.

The Chrysler Town & Country won its 12th consecutive Polk Automotive Loyalty Award in the Minivan category, while the Ford Mustang came back to win the Sports Car segment after losing out to Dodge the past two years.

The Mercedes-Benz SL-Class made its debut on the list of Polk Automotive Loyalty Award winners for the Luxury Sports Car category.  The Luxury SUV segment has been dominated by Land Rover Range Rover since the segment's inception in 2008, and was a winner again this year. In the Luxury Car segment, the Lincoln MKZ won its second award, the Lexus RX was honored for the fourth time in the Mid-/Full-size SUV category, and the Subaru Outback won the Mid-/Full-size Car award for the second year in a row.

Polk's Automotive Loyalty Awards are presented annually to OEMs that demonstrate a manufacturer's ability to retain owners over repeat buying cycles. 

"Our program is unique in the industry as it recognizes an OEM's success in its approach to customer loyalty, which is becoming more important as the dynamics of the consumer base are changing," said Smith.  "OEMs are increasingly measuring store-level results as well, working with their dealers to use the metrics to improve their retail networks.  They're starting to see tremendous value and business results from their loyalty programs."

Polk analysts have found the length of time an individual owns a vehicle may have an adverse impact on consumer loyalty, which tends to peak after three years of ownership and decline after the fourth year.  Additionally, new vehicle launches from competing brands have an impact on loyalty. Polk analysts anticipate more than 100 new vehicle launches and major refreshes in 2013, likely leading many consumers to defect from their current brands.  The behavior reflects a population of owners who choose to hold their vehicles longer for various reasons.

Polk's analysis found overall owner brand loyalty for 2012 was 48.04 percent, up nearly one percentage point from 2011.

How Polk Measures Loyalty
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.  Polk tracks owner loyalty throughout the year and regularly works with its customers to effectively manage owner loyalty through in-depth analysis of automotive shopping behaviors, related market influencers and development of retention strategies.  This year's awards are based on an analysis of more than 5.9 million new vehicle owners who bought new vehicles again during the 2012 model year, which ran from Oct. 1, 2011 through Sept. 30, 2012.

A complete list of those honored during the program is as follows:

Overall Awards

Winner

Loyalty Percentage

Overall Loyalty to Manufacturer

Ford Motor Company*

62.2%

Overall Loyalty to Make

Ford*

61.2%

Most Improved Loyalty to Make

Volkswagen

+5.9 percentage points

Hispanic Market Loyalty to Make

Honda*

55.9%

Asian Market Loyalty to Make

Toyota*

51.9%

African American Market Loyalty to Make

Ford*

60.0%

Vehicle Category Awards

Winner

Loyalty Percentage

Compact Car

Honda Civic

27.0%

Mid-/Full-size Car

Subaru Outback

32.9%

Luxury Car

Lincoln MKZ

49.5%

Sports Car

Ford Mustang

18.1%

Luxury Sports Car

Mercedes-Benz SL-Class

24.9%

Minivan

Chrysler Town & Country*

31.2%

Mid-/Full-size Pickup

Ford F-Series*

38.8%

Compact SUV

Honda CR-V

34.7%

Mid-/Full-size SUV

Lexus RX*

40.1%

Luxury SUV

Land Rover Range Rover*

37.4%

*Winner from previous model year award  

About Polk's Loyalty Management Practice
Polk's Loyalty Management Practice aids manufacturers and retailers in effectively managing owner loyalty through the in-depth analysis of automotive shopping behaviors and related market influencers. Polk's analyses cover the entire U.S. market, and can identify likely defectors, before they leave, providing the opportunity to re-win their business prior to defection actually taking place. The practice is solely focused on helping manufacturers and dealers in retaining their owners through Polk's diagnostic, predictive and advisory services. 

Polk's solutions identify the key areas and potential causal factors influencing owner loyalty and are applied in the sales, service, finance and marketing functions within the automotive industry. 

For a historical overview of Polk Automotive Loyalty Award winners, please visit https://www.polk.com/company/loyalty_awards.

About Polk
Polk is the premier provider of automotive information and marketing solutions.  The organization collects and interprets global data, and provides extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage. Polk helps automotive manufacturers and dealers, automotive aftermarket companies, finance and insurance companies, advertising agencies, media companies, consulting organizations, government agencies and market research firms make good business decisions. A privately held global firm, Polk is based in Southfield, Michigan, with operations in Australia, Canada, China, France, Germany, Italy, Japan, South Korea, Spain, the United Kingdom and the United States. For more information, please visit www.polk.com.

SOURCE Polk

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Vulnerability management is vital for large companies that need to secure containers across thousands of hosts, but many struggle to understand how exposed they are when they discover a new high security vulnerability. In his session at 21st Cloud Expo, John Morello, CTO of Twistlock, will address this pressing concern by introducing the concept of the “Vulnerability Risk Tree API,” which brings all the data together in a simple REST endpoint, allowing companies to easily grasp the severity of t...
Recently, WebRTC has a lot of eyes from market. The use cases of WebRTC are expanding - video chat, online education, online health care etc. Not only for human-to-human communication, but also IoT use cases such as machine to human use cases can be seen recently. One of the typical use-case is remote camera monitoring. With WebRTC, people can have interoperability and flexibility for deploying monitoring service. However, the benefit of WebRTC for IoT is not only its convenience and interopera...
SYS-CON Events announced today that SkyScale will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. SkyScale is a world-class provider of cloud-based, ultra-fast multi-GPU hardware platforms for lease to customers desiring the fastest performance available as a service anywhere in the world. SkyScale builds, configures, and manages dedicated systems strategically located in maximum-security...
SYS-CON Events announced today that Datera will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Datera offers a radically new approach to data management, where innovative software makes data infrastructure invisible, elastic and able to perform at the highest level. It eliminates hardware lock-in and gives IT organizations the choice to source x86 server nodes, with business model option...
DevOps at Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to w...
21st International Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Me...
SYS-CON Events announced today that DXWorldExpo has been named “Global Sponsor” of SYS-CON's 21st International Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Digital Transformation is the key issue driving the global enterprise IT business. Digital Transformation is most prominent among Global 2000 enterprises and government institutions.
SYS-CON Events announced today that Massive Networks will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Massive Networks mission is simple. To help your business operate seamlessly with fast, reliable, and secure internet and network solutions. Improve your customer's experience with outstanding connections to your cloud.
When shopping for a new data processing platform for IoT solutions, many development teams want to be able to test-drive options before making a choice. Yet when evaluating an IoT solution, it’s simply not feasible to do so at scale with physical devices. Building a sensor simulator is the next best choice; however, generating a realistic simulation at very high TPS with ease of configurability is a formidable challenge. When dealing with multiple application or transport protocols, you would be...
SYS-CON Events announced today that Akvelon will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Akvelon is a business and technology consulting firm that specializes in applying cutting-edge technology to problems in fields as diverse as mobile technology, sports technology, finance, and healthcare.
Connecting to major cloud service providers is becoming central to doing business. But your cloud provider’s performance is only as good as your connectivity solution. Massive Networks will place you in the driver's seat by exposing how you can extend your LAN from any location to include any cloud platform through an advanced high-performance connection that is secure and dedicated to your business-critical data. In his session at 21st Cloud Expo, Paul Mako, CEO & CIO of Massive Networks, wil...
In his session at 20th Cloud Expo, Scott Davis, CTO of Embotics, discussed how automation can provide the dynamic management required to cost-effectively deliver microservices and container solutions at scale. He also discussed how flexible automation is the key to effectively bridging and seamlessly coordinating both IT and developer needs for component orchestration across disparate clouds – an increasingly important requirement at today’s multi-cloud enterprise.
Docker containers have brought great opportunities to shorten the deployment process through continuous integration and the delivery of applications and microservices. This applies equally to enterprise data centers as well as the cloud. In his session at 20th Cloud Expo, Jari Kolehmainen, founder and CTO of Kontena, discussed solutions and benefits of a deeply integrated deployment pipeline using technologies such as container management platforms, Docker containers, and the drone.io Cl tool. H...
As more and more companies are making the shift from on-premises to public cloud, the standard approach to DevOps is evolving. From encryption, compliance and regulations like GDPR, security in the cloud has become a hot topic. Many DevOps-focused companies have hired dedicated staff to fulfill these requirements, often creating further siloes, complexity and cost. This session aims to highlight existing DevOps cultural approaches, tooling and how security can be wrapped in every facet of the bu...
For financial firms, the cloud is going to increasingly become a crucial part of dealing with customers over the next five years and beyond, particularly with the growing use and acceptance of virtual currencies. There are new data storage paradigms on the horizon that will deliver secure solutions for storing and moving sensitive financial data around the world without touching terrestrial networks. In his session at 20th Cloud Expo, Cliff Beek, President of Cloud Constellation Corporation, d...