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American Buyers Increasingly Positive About Detroit Makers

Toyota slips in wake of safety scandal.

by on May.14, 2010

Ford owners are more loyal than Toyota's - some of the good news for Detroit in recent polls.

Whether it’s Washington or the economy, polls show Americans don’t feel very positive about the nation’s big institutions, lately.  But Detroit’s two largest automakers are an exception, according to a number of recent polls.

General Motors and Ford continue to gain ground on a variety of fronts, including owner loyalty.  In fact, Ford has now pushed past the long-time leader when it comes to keeping current buyers in the fold, according to the influential Consumer Reports magazine.

In all, CR found that 61% of Ford owners would buy another car, truck or crossover from the maker, an increase of 10% since the magazine’s last survey, in February.  By comparison, long-time leader Toyota’s loyalty rate has slipped a full 13 points since December, just before the maker announced the first of seven recalls so far this year.

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Ford, however, is still second in the loyalty category, just behind Honda, at 68%.

In the wake of last year’s bankruptcy, General Motors’ image took a sharp hit.  The maker has slipped a bit in the CR loyalty poll, from 57% to 49%, between December 2009 and April 2010.  But another new study suggests that public perception of the troubled GM is beginning to improve.

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