Ford is tops in owner loyalty

2010_ford_taurus_sho.top.jpgHaving a broad array of offerings helps boost loyalty as buyers change from small, inexpensive vehicles to more expensive larger ones like the Ford Taurus, shown here. By Peter Valdes-Dapena, senior writer


NEW YORK (CNNMoney) -- Ford Motor Co. is the top car manufacturer in owner loyalty, according to a study released Wednesday by the consulting firm Polk. This is the first time since 1999 that Ford has earned that distinction.

Toyota won the honor last year but fell to second place this year. General Motors was third.

The award is based on an analysis of 4.9 million new vehicle purchases during the 2010 model year. Owner loyalty means that a customer who owns a car, truck or SUV made by a particular manufacturer buys another from that same manufacturer.

Besides being a stand alone brand, Ford is the maker of Ford, Lincoln and Mercury vehicles. Ford recently closed down the Mercury brand. On top of winning the loyalty prize for an overall manufacturer, Ford won the prize at the brand level.

Almost 62% of owners with a Ford-made vehicle bought another Ford, Lincoln or Mercury. A little over 60% of owners of a Ford branded vehicle came back for another.

Among specific brands, Mercedes-Benz had the second-most loyal customers and Toyota, excluding Lexus and Scion, third.

Having a broad portfolio of vehicles is an important factor in earning buyer loyalty. Buyers will tend to switch brands if their vehicle needs change and the brand they currently own doesn't offer anything to fit their new requirements.

"At Ford, we strive to create a diverse portfolio from small cars to trucks that fit every customer's needs," Ken Czubay, Ford vice president, U.S. Marketing, Sales and Service, said in an announcement. To top of page

Frontline troops push for solar energy
The U.S. Marines are testing renewable energy technologies like solar to reduce costs and casualties associated with fossil fuels. Play
25 Best Places to find rich singles
Looking for Mr. or Ms. Moneybags? Hunt down the perfect mate in these wealthy cities, which are brimming with unattached professionals. More
Fun festivals: Twins to mustard to pirates!
You'll see double in Twinsburg, Ohio, and Ketchup lovers should beware in Middleton, WI. Here's some of the best and strangest town festivals. Play
Find Your Next Car
Index Last Change % Change
Dow 16,960.57 -123.23 -0.72%
Nasdaq 4,449.56 -22.54 -0.50%
S&P 500 1,978.34 -9.64 -0.48%
Treasuries 2.47 -0.04 -1.59%
Data as of 12:18am ET
Company Price Change % Change
Facebook Inc 75.19 0.21 0.28%
Apple Inc 97.67 0.64 0.66%
Bank of America Corp... 15.59 -0.03 -0.19%
Ford Motor Co 17.62 -0.22 -1.23%
Applied Materials In... 21.23 -0.52 -2.41%
Data as of Jul 25

Sections

The food processing company accused of mishandling meat at its Shanghai, China plant says it will suspend sales and recall all food processed there. More

Is the economy back on track after a weak first quarter or about to get blown away? Investors will find out when the curtain is drawn on jobs and GDP data. There's also a Federal Reserve meeting. More

Louisiana is now the top location for motion picture filming, supporting thousands of new jobs and small businesses. More

Americans with disabilities face huge financial hurdles and it starts early on, according to a recent report. More

Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.