Once Again, Ford Owners Are The Most Loyal In America Says IHS Survey

January 14, 2015

Competition between automakers may be stiffer than ever, but brand loyalty isn't dead -- at least not among Ford fans. Research firm IHS analyzed 12 months of data and determined that when it comes to repeat customers, Ford is doing fab.

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To reach that conclusion, IHS sifted through some 16.5 million U.S. new vehicle registrations from the 2014 model year, which ran from October 1, 2013 through September 30, 2014. Of all the automakers selling cars in America, Ford had the most repeat buyers.

But that's not all. At a ceremony held yesterday at the North American International Auto Show, Ford not only took home the IHS Automotive Loyalty Award for "Overall Loyalty to Make", it also nabbed a trophy for "Overall Loyalty to Manufacturer" (meaning that Ford and Lincoln owners tended to purchase another Ford or Lincoln).

However, Ford can't rest on its laurels -- nor can any other award-winner. IHS' Edouard Tavernier noted that "As the overall market growth flattens, the competition for buyers returning to market has never been greater. Manufacturers will need to continue to launch great new products to retain their customers, while driving aggressive conquest programs in order to be successful at growing their market share." Launching halo cars like the stunning Ford GT pictured above is one of many ways to do that.

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Here's the complete list of IHS winners announced yesterday in Detroit. Individual model awards are listed in order of sales volume for the segment (which explains why non-luxury compact SUVs are at the top and luxury exotics are at the bottom). Brands and makes listed with an asterisk are repeat winners from the previous year.

Manufacturer and Make Loyalty Awards:

Overall Loyalty to Manufacturer     Ford Motor Company*
Overall Loyalty to Make     Ford*
Most Improved Loyalty to Make     Maserati
African American Market Loyalty to Make     Ford*
Asian Market Loyalty to Make     Toyota*
Hispanic Market Loyalty to Make     Toyota*

Conquest Awards:

Highest Conquest Percent of Registrations     Maserati
Most Improved Conquest Percent of Registrations     Lexus

Segment Model Loyalty Awards:

Non-Luxury Compact SUV     Kia Soul
Non-Luxury Traditional Compact Car     Nissan Leaf
Non-Luxury Traditional Mid-Size Car     Honda Accord*
Non-Luxury Full-Size Half-Ton Pickup     Chevy Silverado
Non-Luxury Mid-Size CUV     Buick Enclave
Non-Luxury Mid-Size SUV     Jeep Grand Cherokee*
Non-Luxury Traditional Sub-Compact Car     Mitsubishi Mirage
Luxury Traditional Compact Car     Lincoln MKZ
Luxury Mid-Size CUV     Lexus RX*
Non-Luxury Mid-Size Van     Chrysler Town & Country*
Luxury Traditional Mid-Size Car     Mercedes-Benz E-Class*
Non-Luxury Traditional Full-Size Car     Toyota Avalon*
Non-Luxury Mid-Size Pickup     Toyota Tacoma*
Luxury Compact CUV     Mercedes-Benz GLK
Non-Luxury Sport Mid-Size Car     Dodge Challenger*
Non-Luxury Full-Size SUV     Chevrolet Suburban
Luxury Sport Car     Chevrolet Corvette
Non-Luxury Sport Car     Volkswagen Eos
Luxury Full-Size SUV     Land Rover Range Rover*
Luxury Traditional Full-Size Car     Mercedes-Benz S-Class
Luxury Traditional Sub-Compact Car     Lexus CT200h*
Non-Luxury Compact SUV     Jeep Wrangler*
Luxury Mid-Size SUV     Mercedes-Benz G-Class*
Luxury Prestige Full-Size Car     Bentley Continental
Luxury Exotic Car     Maserati GranTurismo

Do you agree with IHS' findings? Do you own one of the models above, and if so, would you buy it again? Sound off in the comments below.


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