Top 10 Autos for Customer Brand Loyalty

October 15, 2009

This article is included in these additional categories:

Analytics, Automated & MarTech | Automotive | Brand Metrics | Financial Services | Retail & E-Commerce

Ford Motor Company vehicles accounted for six of the top 10 autos for customer brand loyalty in the US? according to a Q209 auto-industry analysis from Experian Automotive.

According to the quarterly study, Ford Fusion (62.4%), Ford Edge (57.9%) and Ford Five-Hundred (56%) had the highest percentages of owners who returned to buy a Ford vehicle, while the Ford Freestyle (51.9%) was fifth, the Ford Escape (49.4%) ranked seventh, and the Ford Focus (47.57%) placed ninth.


Other top-finishing vehicles include the Toyota Prius (52%) in fourth place, the Chevrolet Impala (51.7%) in sixth place, the Toyota Camry (47.8%) at #8 and the Toyota Corolla (47.56%) at #10.

“Brand loyalty is a critical element of success, even survival, in today’s challenged auto industry,” said Scott Waldron, president of Experian Automotive. “The ability to retain customers is an important indicator of product success and commitment to developing long-term customer relationships. As automakers are scrambling to maintain market share, holding onto current customers has never been more important.”

New, Used Registrations Down

The study also found that both new and used vehicle registrations are down year to date, with overall Q209 new vehicle registrations down 1.2 million units vs. Q208.

Additional new-vehicle findings:

  • Toyota showed the largest unit drop in registrations, falling 277,000 units.


  • Chrysler had the largest percent drop (42% fewer sales), followed by Toyota (down 41%).
  • Ford sold more new vehicles in the US during the Q209 than did Toyota.

About the research: These loyalty findings and sales/registration trends are the result of Experian Automotive’s latest quarterly industry study that explored results from H109. Highlights from the report, which can be viewed via a recorded webinar, also include current market share and trends for all auto manufacturers that market in the US.

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