New survey shows where customers place their loyalty

January 16, 2013 12:00 AM

The Polk Automotive Loyalty Awards honor the brands that retain customers thanks to superior car quality and service, and certain manufacturers fared better than others when the most recent awards were handed out. Polk's survey measures how many car owners have a positive experience with certain vehicles or automakers that causes them to return to buy from that brand.

Ford received top honors, claiming the best Overall Loyalty to Manufacturer and Overall Loyalty to Make. Many drivers appreciate the brand's competitive lineup, customer-focused lease process and the short turnaround for product refreshes or vehicle maintenance. Its line of trucks in the F-series also was recognized as the best Mid- or Full-size pickup.

"As manufacturers work to retain customers in this incredibly competitive market, we're seeing increased activity surrounding customer engagement, which is beginning to resonate with consumers," said Brad Smith, director of Polk's Loyalty Management Practice. "... As a result we're seeing increases in repurchase loyalty."

Honda also emerged as a major winner, capturing awards for its Civic and CR-V models, and Volkswagen was named the Most Improved Loyalty to Make.

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