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Hyundai Takes the Lead in Corporate Loyalty, Says New Consumer Study

But Ford vehicles also gain in consumer loyalty.

by on Oct.13, 2011

The Kia Forte leads the industry in terms of owner loyalty, according to a new study.

Long ignored by most American auto buyers, and slighted by others due to quality problems, Hyundai is now tops when it comes to corporate loyalty, according to a new study.

But Ford Motor Co. is also making gains in the marketplace, according to the report by Experian Automotive, a data service that tracks vehicle registration data as well as consumer attitudes.  The Detroit maker captured the lead in six of the spots in the top 10 product segments.

Hyundai had a loyalty rate of 49.6%, according to the Experian study, edging out General Motors and Ford – as well as major Japanese makers like Toyota.  It was the first time the Korean carmaker led the list, marking a significant turnaround for a brand that was once the butt of jokes, not a marque that won repeat business.

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Hyundai’s loyalty – translated as the repurchase rate of its owners – has also helped drive the brand’s market share to record levels, 9.2% during the second quarter of this year, up from 7.9% a year earlier.  The maker’s performance in the study also reflected well on its sibling brand, Kia actually outscoring the Hyundai brand with a 47.9% loyalty rate.


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, 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.