GM and Toyota Receive U.S. Automotive Loyalty Awards
R. L. Polk & Co., the provider of automotive consumer loyalty and other data, presented the 11th Annual Polk Automotive Loyalty Awards at the 2007 Automotive News World Congress. Winning the Overall Manufacturer award for the seventh consecutive year, General Motors also secured five additional awards. GM customer loyalty increased by at least 3 percentage points in each winning category. Toyota scored more than 3 percentage points higher than last year, and won the Overall Make category for posting the highest make loyalty to an automotive division. It also won two segment loyalty awards, the Prius being the first hybrid to win in the Midsize Car segment. Lexus was a repeat winner in the Midsize SUV segment with its RX.
Ford Motor Company was also a multi-award winner this year.
Overall industry-wide make loyalty for the 2006 model year was 44.4%. Recent studies in the U.S. market by Polk show consumers there are consistently more loyal to Asian brands (47.6%), versus European (37.3%) and domestic makes (43.5%).