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Polk survey: Ford has more repeat buyers than other brands

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Ford gets the most repeat customers. An analysis of 2010 year-end automotive-loyalty rates by the Polk automotive research firm found that people who own or lease a Ford vehicle replace it with another at a rate of 60.3%. That’s up 4.5 percentage points from the prior year and is the best in the industry.

Ford was followed by Mercedes-Benz with a 56.7% loyalty rate. Honda was just a tad behind at 56.6%. Toyota was next at 56.4%, and Chevrolet was fifth at 53%.

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Toyota, hurt by millions of recalls in the last year, was the only brand in the five to see its loyalty rate decline, falling by four-tenths of a percentage point from 2009.

The results reflect choices among 5.2 million new-vehicle-buying households during the 2010 calendar year, Polk said.

“Loyalty measurements are an important aspect of any customer-retention strategy, but the real value is derived from the various consumer marketing and field training strategies created from the measurements,” said Brad Smith, director of Polk’s loyalty management practice.

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-- Jerry Hirsch
twitter.com/LATimesJerry

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