SOUTHFIELD, Mich., June 5, 2013 --/PRNewswire/ -- Recent analysis of repeat buying behavior from Polk during the first quarter of 2013 finds average new vehicle brand loyalty rates increasing to 51.5 percent, up more than 2 percentage points over the same time period last year.
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Thirteen brands experienced a larger jump in owner loyalty than the industry average compared to the first quarter 2012, with Porsche, Cadillac and Mazda representing the three largest quarter-to-quarter improvements, according to Polk.
Among brands with at least 1,000 former new vehicle buyers returning to the U.S. market in the first quarter, Porsche owner loyalty improved 9.5 percentage points. Cadillac continued its owner loyalty improvement over 2012 with an uptick of 8.3 percentage points over the same period last year, while Mazda was third most improved for the quarter, as the brand improved its owner loyalty 7.8 percentage points during the first quarter of 2013.
"In each case, strong-selling models fuel the loyalty to these brands. We saw a majority of the contribution for brand loyalty coming from Cayenne owners for Porsche, CTS owners for Cadillac and Mazda3 owners for Mazda," noted Lonnie Miller, vice president of Polk's Loyalty Management practice. "There's something to be said for paying positive attention to the majority of your customer base while treating buyers professionally and continuing to meet or exceed their vehicle needs."
Polk's analysis on improved owner loyalty is as follows:
Read more here: http://www.sacbee.com/2013/06/05/5472495/porsche-cadillac-lead-automotive.html#storylink=cpy