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

Richard Read Reporter

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