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Chevy tops owner loyalty study
J.D. Power: GM division beats Toyota and Mercedes. About half of all car owners buy same brand.
December 31, 2003: 11:05 AM EST
By Peter Valdes-Dapena, CNN/Money Staff Writer

NEW YORK (CNN/Money) - When most Chevrolet owners go shopping for another vehicle, they buy another Chevy, according to a new study from J.D. Power and Associates. In fact, Chevrolet had a higher customer retention rate than Toyota, a car brand known for its happy owners.

Overall, 60.8 percent of Chevy owners bought another Chevy, putting it at the top of J.D. Power's 2003 Customer Retention Study. Toyota came in second at 59.4 percent. Mercedes-Benz was the third stickiest brand, with 58.7 percent of Mercedes owners buying another.

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Another GM division, Oldsmobile, came in second-to-last, retaining just 11.7 percent of owners. Only Isuzu did worse, by a wide margin, with a 3.5 percent customer retention rate.

The Chevrolet model with highest customer retention rate was the Chevrolet TrailBlazer. Almost three-quarters of TrailBlazer owners bought another Chevrolet model.

One of the most common reasons for buyers to switch brands is simply that the company that made their current vehicle doesn't offer the type of vehicle they're shopping for.

"Chevrolet is an example of a broad product line that offers customers many options that fit their needs," said Joe Ivers, a partner at J.D. Power.

Among other top reasons car owners switch brands are appearance preferences and perceptions of quality. More than half of those who switch brands say they did so because they liked the way the new vehicle looked or because its manufacturer had a reputation for quality.

The J.D. Power study was based on responses from 177,000 new-vehicle buyers. Of those, 106,418 had replaced a vehicle they had originally bought new.  Top of page




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Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer. Morningstar: © 2018 Morningstar, Inc. All Rights Reserved. Factset: FactSet Research Systems Inc. 2018. All rights reserved. Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor's Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2018 and/or its affiliates.