Our Terms of Service and Privacy Policy have changed.

By continuing to use this site, you are agreeing to the new Privacy Policy and Terms of Service.

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

Find Your Next Car
Index Last Change % Change
Dow 16,058.35 -469.68 -2.84%
Nasdaq 4,636.11 -140.40 -2.94%
S&P 500 1,913.85 -58.33 -2.96%
Treasuries 2.17 -0.03 -1.27%
Data as of 6:41pm ET
Company Price Change % Change
Bank of America Corp... 15.58 -0.76 -4.65%
Apple Inc 107.72 -5.04 -4.47%
General Electric Co 23.88 -0.94 -3.79%
Ford Motor Co 13.72 -0.15 -1.08%
Microsoft Corp 41.82 -1.70 -3.91%
Data as of 4:00pm ET
Sponsors

Sections

McDonald's has been testing an all-day breakfast menu in several markets for months. Now it has said when the change will go nationwide: October 6. More

Iran could be pumping more than four million barrels of oil a day by the end of 2016, the country's oil minister tells CNN in an exclusive interview. More

The Federal Aviation Administration approved the largest ever fleet of commercial drones owned by a company called Measure. More

How do you run a successful crowdfunding campaign? Indiegogo's CEO Slava Rubin offers his top tips and mistakes to avoid. More

Here's what you need to earn to afford a home in the 27 biggest metro areas in the country, according to HSH.com. More