Overall Loyalty to Manufacturer Award goes to Toyota
In their 14th year, the R.L. Polk & Company Automotive Loyalty Awards saw The Overall Loyalty to Manufacturer award go to Toyota, unseating General Motors from its nine-year run. Toyota cleaned up two more categories – Mid/Full-Size Car for the Toyota Prius and Mid/Full-Size SUV for the Lexus RX – and also secured one of the new ethnic category awards, taking home the honors for Asian-American brand loyalty.
“After an extremely difficult year for the auto market, winning four Polk Loyalty Awards is a real boost for us,” said Jim Lentz, president and chief operating officer of Toyota Motor Sales, U.S.A., Inc. “We’re especially grateful to our dealers and customers for their trust in Toyota, Lexus and Scion.” Stop by your Round Lake used cars dealer or browse through the used cars Libertyville Toyota dealership Classic Toyota has to offer to pay loyalty to this top automaker today.
The Polk Manufacturer Loyalty Excelerator™ Report, is the basis for the Polk Automotive Loyalty Awards. This report was introduced to the automotive industry in 1995 and was created to provide the latest insights into household consumer loyalty to automotive manufacturers at many different levels. It is now used to provide loyalty percentages for the entire automotive industry and allows for cross-industry comparisons of loyalty behavior. The report measures loyalty throughout the entire model year so that manufacturers may keep abreast of loyalty trends as they occur in the industry. Loyalty is determined when a household that owns a new vehicle returns to market and purchases or leases another new vehicle of the same model or make.
“Maintaining a solid loyal customer base is not easy, but it is essential to survive in today’s competitive environment,” said Stephen Polk, chairman, president and CEO of R. L. Polk & Co. “Tonight’s winners are all excellent examples of what customer retention can do for your brand and your bottom line.”
Loyalty isn’t the only area in which Toyota excels. Consumer Reports just published its 2010 Car Brand Perception Survey, which ”reflect how consumers perceive each brand in seven categories: Safety, quality, value, performance, design/style, technology/innovation, and environmentally friendly/green.” Toyota took the top ranking in that report, too.
With top loyalty and brand perception, Toyota remains on top. Stop by your Round Lake used cars dealership today to check out a dependable pre-owned or new Toyota model.