Desire for a Fun Driving Experience Increases in Importance as a Reason for Brand Loyalty, While Expected Resale Value Becomes Less Important

Ford and Honda Each Rank Highest in Owner Retention, in a Tie WESTLAKE VILLAGE, Calif., Dec. 9, 2010—New-vehicle owners are increasingly citing fun-to-drive vehicles as a top reason to remain loyal to their brand, while shifting away from expected resale value as a loyalty reason, according to the J.D. Power and Associates 2010 Customer Retention Study(SM) released today. Now in its eighth year, the study measures the rate at which automotive brands retain their existing customers and the reasons why owners remain loyal. ....