Automotive Industry Celebrates Polk Automotive Loyalty Winners


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DETROIT--Jan. 18, 2014: 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).

“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.”

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

Conquest Awards:

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.

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