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Toyota Tops Loyalty Chart

Loyal base likely to ignore latest safety snafu.

by on Oct.10, 2012

The loyalty rate for Toyota rebounded during the second quarter and could help the maker sidestep its latest problems.

Toyota has the highest loyalty rate of any major automaker, according to a new study – news that suggests the maker might be able to sidestep the impact of another major safety-related recall involving 2.5 million vehicles in the U.S. alone, the largest Toyota has ordered, in fact, since it was forced to repair 14 million vehicles due to unintended acceleration problems in 2009 and ’10.

(For more on the latest Toyota recall, Click Here.)

During the second quarter of this year, Toyota saw its corporate loyalty – a measure of how many owners trade in for the same brand’s newer products – surge to 47.3%. That was up from 41.6% a year earlier and helps explain the dramatic double-digit sales gains the Japanese giant has been reporting during the first nine months of 2012.

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“Toyota has done an outstanding job of regaining customer trust and getting repeat customers into showrooms,” said Jeffrey Anderson, director of consulting and analytics for Experian Automotive. “To restore normal operations and regain customer trust in such a short time following the earthquake and tsunami is a truly remarkable comeback.”


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.


Are Loyal Owners Turning on Toyota?

Despite incentive-driven sales boom, many ready to walk – possibly to Ford – new research suggests.

by on Mar.17, 2010

New study suggests that long-time owners may be questioning their loyalty to Toyota. That could be good news for Ford and Chevy.

This could be one of the best months for the U.S. auto industry since the start of the recession, industry analysts report, giving a chunk of the credit to demand driven by Toyota’s hefty new incentives.

The Asian maker reports demand soared 40%, year-over-year, during the first part of the month, and doubled over dismal February.  But new research suggests that even with $3,000 givebacks and zero-interest loans, the ongoing safety scandal is tarnishing Toyota’s once-bright image and leading many owners wondering whether to walk – possibly to a brand whose star is fast ascending, Ford Motor Company.

Our latest survey showed “60% saying that Toyota’s image is worse than it was a year ago,” said George Peterson, chief analyst with AutoPacific, Inc.  That might not seem especially surprising, considering the almost daily grind of headlines blaring out news of the carmaker’s latest safety problem, but Peterson said there’s a far more troubling trend hidden within the new data.

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For one thing, the number of motorists considering a Toyota for their next vehicle has fallen from 54% to just 37%, over the last year, while at the same time, Ford’s consideration factor has soared from 38% to 67%, which Peterson labels “one of the highest (figures) we’ve ever seen.” (Peterson is a former Ford employee – editor.)