Automotive Industry Celebrates Polk Automotive Loyalty Winners
33 Award Winners Recognized for Customer Loyalty, Conquest Efforts
DETROIT--(BUSINESS WIRE)--Thirty-three winners were recognized for automotive loyalty and conquest during the Polk Automotive Loyalty Awards presented by IHS Automotive. The winners were honored during the Automotive News World Congress in Detroit this evening in conjunction with the North American International Auto Show (NAIAS).
Winners were named in eight featured categories during the event. Included were recognition for ethnic loyalty to make among various audiences; overall manufacturer and make; most improved; and two awards recognizing conquest in the auto industry, including highest percentage of conquest registrations and most improved conquest percentage of registrations. In addition, 25 segment-level loyalty winners were announced, many of which are repeat winners from previous years.
“Conquesting is being closely followed by OEMs and dealers alike as they seek to improve market share and win customers from competing brands,” said Jeffrey Anderson, director of loyalty and source of sales solutions at Southfield, Mich.-based IHS Automotive, a division of research and analytics firm IHS. “In addition, the auto industry is focusing marketing efforts on improving consumer loyalty at the dealer and OEM level as the rebound from the recent industry recession continues.”
Loyalty is determined when a household that owns a new vehicle returns to market and purchases or leases another new vehicle of the same model or make. The Polk Automotive Loyalty Awards are presented annually to OEMs and brands that demonstrate a manufacturer’s ability to retain owners over repeat buying cycles.
IHS Automotive tracks owner loyalty throughout the year and regularly works with its customers to effectively manage owner loyalty and conquest efforts through in-depth analysis of automotive shopping behaviors, related market influencers and development of retention and conquest strategies. This year’s awards are based on an analysis of more than 7.4 million new vehicle registrations during the 2013 model year, which ran from Oct. 1, 2012 through Sept. 30, 2013.
“It is truly exciting to see OEMs leveraging performance analytics not only for automotive Loyalty, but for all sources of sales at both the market and dealer levels,” said Edouard Tavernier, senior vice president at IHS Automotive. “OEM marketing teams are increasingly focused on discrete audience targeting directed towards loyalists vs. conquests for each vehicle line, and our loyalty awards program provides fact-based recognition for these efforts.”
A complete list of 2013 Model Year Loyalty Awards by category is as follows:
Manufacturer and Make Loyalty Awards:
|Overall Loyalty to Manufacturer||Ford Motor Company|
|Overall Loyalty to Make||Ford|
|Most Improved Loyalty to Make||Cadillac|
|African American Market Loyalty to Make||Ford|
|Asian Market Loyalty to Make||Toyota|
|Hispanic Market Loyalty to Make||Toyota|
|Highest Conquest Percent of Registrations||Audi|
|Most Improved Conquest Percent of Registrations||Subaru|
Segment Model Loyalty Awards*:
|Non-Luxury Traditional Compact Car||Toyota Prius|
|Non-Luxury Traditional Mid-Size Car||Honda Accord|
|Non-Luxury Compact CUV||Honda CR-V|
|Non-Luxury Full-Size Half-Ton Pickup||Ford F-150|
|Non-Luxury Mid-Size CUV||Kia Sorento|
|Non-Luxury Mid-Size SUV||Jeep Grand Cherokee|
|Non-Luxury Traditional Sub-Compact Car||Fiat 500|
|Non-Luxury Mid-Size Van||Chrysler Town & Country|
|Non-Luxury Traditional Full-Size Car||Toyota Avalon|
|Luxury Mid-Size CUV||Lexus RX|
|Non-Luxury Mid-Size Pickup||Toyota Tacoma|
|Non-Luxury Sport Mid-Size Car||Dodge Challenger|
|Luxury Traditional Compact Car||Mercedes-Benz C-Class|
|Luxury Traditional Mid-Size Car||Mercedes-Benz E-Class|
|Non-Luxury Full-Size SUV||Toyota Land Cruiser|
|Luxury Compact CUV||Acura RDX|
|Non-Luxury Sport Car||Hyundai Veloster|
|Non-Luxury Compact SUV||Jeep Wrangler|
|Luxury Sport Car||Mercedes-Benz SL-Class|
|Luxury Full-Size SUV||Land Rover Range Rover|
|Luxury Traditional Full-Size Car||Lexus LS|
|Luxury Traditional Sub-Compact Car||Lexus CT200H|
|Luxury Mid-Size SUV||Mercedes-Benz G-Class|
|Luxury Exotic Car||McLaren MP4|
|Luxury Prestige Full-Size Car||Rolls-Royce Phantom|
* Vehicle Segment winners are listed based on segment share of the market from highest to lowest.
About IHS (www.ihs.com)
IHS (NYSE: IHS) is the leading source of information, insight and analytics in critical areas that shape today’s business landscape. Businesses and governments in more than 165 countries around the globe rely on the comprehensive content, expert independent analysis and flexible delivery methods of IHS to make high-impact decisions and develop strategies with speed and confidence. IHS has been in business since 1959 and became a publicly traded company on the New York Stock Exchange in 2005. Headquartered in Englewood, Colorado, USA, IHS is committed to sustainable, profitable growth and employs more than 8,000 people in 31 countries around the world.
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