Customer retention is crucial to dealership and OEM success, and Subaru stores may be feeling the positive effects of increasing customer loyalty, according to KBB.com data released this week.
According to the site, Subaru "steadily climbed" in shopper loyalty for Q1, moving up to the No. 3 position for shopper loyalty, behind Toyota (No. 1) and Honda (No. 2).
This is the first time the brand has hit the top 3 spots for shopper loyalty on Kbb.com since Q4 2009.
Why the interest?
The OEM’s first hybrid vehicle will arrive on dealership lots later this year; a big customer draw, says KBB.com.
"As current Subaru owners prepare to off-load their current vehicle, it is easy to reconsider the brand as it offers a diverse lineup, including models that not only appeal to the everyday shopper like the all-new 2014 Forester, but also a sportier option like the BRZ," said Akshay Anand, Kelley Blue Book insights analyst. "With Subaru's first-ever hybrid vehicle arriving at dealerships in Q4 2013, the 2014 XV Crosstrek Hybrid is expected to help the brand retain even more shoppers as its portfolio expands into hybrid technology."
Moving on to highlight the top two seated OEMs, Toyota topped the list, holding 53.6 percent of its owners interest during Q1.
"Toyota's esteemed stance as the leading automaker in KBB.com shopper loyalty continues into Q1 2013 with help from the recently redesigned 2013 RAV4," said Anand.
"For those shoppers interested in a full-size sedan, Toyota also saw a surge of shopper interest to its redesigned 2013 Avalon, showcasing the brand's positive response from consumers with its updated styling and features."
On the other hand, Hyundai and Kia saw shopper loyalty drop this past quarter, even though they have performed particularly well in this area for the past few years, says KBB...
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