Polk Measures Loyalty in 17th Annual Event

polk_rl2a

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.

 

Tags: