Polk Measures Loyalty in 17th Annual Event

Polk.com - January 17, 2013

The 17th annu­al Polk Auto­mo­tive Loy­al­ty Awards were at the Auto­mo­tive News World Con­gress in Detroit last week.

Find out who took top hon­ors and all hon­orees.

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.

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.

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.

Get the com­plete list of those hon­ored dur­ing the pro­gram here.

 

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