Polk Recognizes Top Automakers for Customer Loyalty
SOUTHFIELD, Mich. — R.L. Polk & Co, released its 14th Annual Automotive Loyalty Awards Tuesday night, and receiving the program's two biggest honors were Toyota and Honda.
Toyota ended General Motors' nine-year run at the top, as it earned the highest scored in Overall Loyalty to Manufacturer. The automaker also took home awards in the Mid/Full-Size Car for the Prius and Mid/Full-Size SUV for the Lexus RX.
Toyota was also awarded for having the highest make loyalty among Asian-American consumers, one of four new awards this year.
"After an extremely difficult year for the auto market, winning four Polk Loyalty Awards is a real boost for us," shared Jim Lentz, president and chief operating officer of Toyota Motor Sales, USA. "We're especially grateful to our dealers and customers for their trust in Toyota, Lexus and Scion."
Honda, meanwhile, was No. 1 in Overall Loyalty to Make. Additionally, the automaker also captured the African-American and Hispanic Loyalty to Make Awards, which were also new this year.
The other new award for this year's program was the Most Improved Loyalty to Make honor, which was given to Audi. This award is presented to the make with the highest increase in loyalty from the prior year.
Audi improved its customer loyalty score by 4.9 percentage points.
"Earning the long-term affinity of consumers is the ultimate benchmark of success," shared Johan de Nysschen, president at Audi of America. "While attracting interest is always vital, maintaining that bond and translating it to repeat sales is an exceptional victory. The recognition by R. L. Polk validates the work of the Audi employees and dealers in creating this lasting bond."
On the domestic front, Ford was recognized with top billing in the Mid/Full-Size Pickup for the F-Series and the Sports Car category for the Mustang.
The Mustang was a repeat winner, as was the Subaru Forester, which took honors for Compact SUV. Others included the Land Rover Range Rover for Luxury SUV and the Chrysler Town & Country.
The Town & Country has won in its segment for eight consecutive years and was the only other Big 3 vehicle to win an award.
"We are honored that our minivan customers continue to choose the Chrysler Town & Country over any other minivan for nearly a decade," stated Olivier Francois, president and chief executive officer of the Chrysler Brand.
"The 2010 Chrysler Town & Country continues to be the best vehicle to transport people and things with minivan-first second- and third-row fold-in-floor Stow 'n Go seating, segment-exclusive Sirius Backseat TV with family-friendly programming and unsurpassed 17 city/25 highway mpg fuel economy with 4.0-liter aluminum engine, a label unbeaten among minivans," he added.
Stephen Polk, chairman, president and CEO of Polk, added: "Maintaining a solid loyal customer base is not easy, but it is essential to survive in today's competitive environment. Tonight's winners are all excellent examples of what customer retention can do for your brand and your bottom line."
—Overall Loyalty to Manufacturer: Toyota, 58.6 percent
—Overall Loyalty to Make: Honda, 54.86 percent
—Most Improved Loyalty to Make: Audi, + 4.9 percentage points
—Hispanic Market Loyalty to Make: Honda, 54.97 percent
—Asian Market Loyalty to Make: Toyota, 52.03 percent
—African-American Market Loyalty to Make: Honda, 56.58 percent
—Compact Car: Mini Cooper, 28.88 percent
—Mid/Full-Size Car: Toyota Prius, 35.85 percent
—Luxury Car: BMW 3 Series, 32.28 percent
—Sports Car: Ford Mustang, 16.3 percent
—Luxury Sports Car: Porsche 911, 24.97 percent
—Minivan: Chrysler Town & Country, 31.7 percent
—Mid/Full-Size Pickup: Ford F-Series, 35.81 percent
—Compact SUV: Subaru Forester, 35.44 percent
—Mid/Full-Size SUV: Lexus RX, 37.29 percent
—Luxury SUV: Land Rover Range Rover, 30.42 percent