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Hyundai Tops Toyota, Honda in Owner Loyalty

“The power of attractive design.”

by on Jul.19, 2011

A "product renaissance" is helping Hyundai improve owner loyalty, according to a new study.

The upstart Korean automaker Hyundai has arguably done the best job of gaining ground at the expense of Japanese makers still struggling with shortages caused by the March 11 earthquake and tsunami.

Indeed, it seems like a lot of things are going right for Hyundai which now has topped traditional leaders Toyota and Honda in terms of owner loyalty, according to a new study.  The news lends credence to claims by the Korean maker that it will set another U.S. sales record this year.

According to online sales and data service KBB.com, 52.3% of Hyundai buyers researched another model by the Korean maker as they searched for a new vehicle during the second quarter of 2011.  That compares to:

  • Honda at 49.7%;
  • Toyota at 47.7%;
  • Ford at 45.4%; and in fifth place
  • Subaru at 44.8%.

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Some industry analysts might question the metrics used by KBB, as loyalty is more traditionally defined as someone owning a vehicle actually purchasing a model from the same brand again.  But the research reflects general trends in Hyundai’s favor.

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Would You Wait for a Japanese Car?

Toyota, other makers could be hurt if production delays lead to product shortages.

by on Mar.16, 2011

Honda buyers are among the most likely to wait out a product shortage, says CNW research.

How much do you really want that new sedan?  Would you sit tight for that sports car?  Will you wait several months for that big SUV?

Japan’s continuing crisis has already resulted in the loss of tens of thousands of new cars, trucks and crossovers, whether damaged by Friday’s massive earthquake, the subsequent tsunami, or simply through lost production, most Japanese automakers unsure when they’ll be able to get their assembly operations back up-and-running.

Even in the U.S., the natural disaster’s effects are being felt, Subaru halting production at its Indiana plant, while Toyota cuts all overtime.  And, now, even some Detroit makers could feel the pinch if shortages of Japanese-made parts begin to develop. (Find out more…Click Here.)

Helping Worthy Causes!

“The impact of this has yet to unfold,” Mark Reuss, president of General Motors’ North American operations cautioned today, stressing that the quake’s impact on the Japanese supplier network could be “bigger than anyone knows today.”

One test will come if consumers begin to experience product shortages at the dealer level.  American buyers have traditionally preferred to buy whatever they can find on a dealer lot, rather than placing a custom order that might take weeks, even months, to come through.

So, will buyers who can’t find what they want go somewhere else?

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