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.