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Ford tops in Overall Loyalty to Make


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Ford won its 11th consecutive award in the Overall Loyalty to Make category. The Ford brand's leadership in pickups helped foster a loyalty rate of 63 percent. IHS Markit noted customers were particularly loyal to the brand's F-Series trucks.

 

General Motors kept its status as the top manufacturer for customer loyalty for the sixth-straight year in IHS Markit's Automotive Loyalty Awards program.  The awards are based on 12.4 million new retail vehicle registrations in the U.S. in 2020.

 

https://www.autonews.com/marketing/gm-defends-top-spot-ihs-markit-loyalty-awards-ford-wins-other-top-honors?utm_source=daily&utm_medium=email&utm_campaign=20210305&utm_content=article3-headline

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A complete list of 2020 award winners follows:

MANUFACTURER & MAKE LOYALTY AWARDS

WINNER

Overall Loyalty to Manufacturer

General Motors*

Overall Loyalty to Make

Ford*

African American Market Loyalty to Make

Ford & Toyota

Asian Market Loyalty to Make

Tesla

Hispanic Market Loyalty to Make

Toyota

Most Improved Loyalty to Make

Alfa Romeo

Highest Conversion of Conquests to Loyalists

Genesis

Overall Loyalty to Dealer

Lincoln*

Highest Conquest Percentage

Tesla*

Highest Alternative Powertrain Loyalty to Make

Tesla

 

 

SEGMENT MODEL LOYALTY AWARDS

WINNER

Small Utility

Subaru Forester

Mid-Size Utility

Subaru Outback

Full-Size Utility

Ford Expedition

Mid-Size Pickup

Toyota Tacoma

Light-Duty Pickup

Ram 1500*

Heavy-Duty Pickup

Ford F-Series

Van

Chrysler Pacifica*

Sports Car

Ford Mustang*

Small Car

Chevrolet Bolt

Large Car

Toyota Camry

Luxury Small Utility

Acura RDX

Luxury Mid-Size Utility

Lexus RX*

Luxury Full-Size Utility

Land Rover Range Rover*

Luxury Sports Car

Chevrolet Corvette

Luxury Small Car

Lincoln MKZ

Luxury Mid-Size Car

Lexus ES*

Luxury Full-Size Car

Genesis G90

Note: *repeat winners from the 2019 awards, although some segment names have been adjusted

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8 hours ago, rmc523 said:

Expedition is surprising for the segment given the stranglehold GM has on the segment.....but maybe people switch from a Tahoe/Suburban to a Yukon or Escalade more often?

 

You are correct rmc523 sir. The scenario you mentioned explains why Ford won the "Overall Loyalty to Make" (which refers to customers sticking to a particular brand, such as Ford) while General Motors won the "Overall Loyalty to Manufacturer" (which refers to customers that either stick with the same brand or move from one brand to another within a particular automaker, such as Chevy to Cadillac).

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4 hours ago, slemke said:

I don’t understand how vehicles were categorized.  Since when is a Camry a large car, the Lexus ES a midsized car and the MKZ a small car?  Did they just need something to fill the slot and chose something close?

 

Aren't vehicles for things like this classified by interior volume?  Maybe that's why?

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It is questionable if ford has leadership in pickups....really no indication here other than tesla can build shit and it will still sell....harley, jeep and add tesla to those iconic brands that proves one can build shit on name alone.....

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If you notice, there is no "midsize car" on that list (which is where Camry would go). So the explanation is pretty simple, they have combined the midsize and large car into one category probably due to the fact there is so few non-luxury brand large cars left (300 and Charger are the only real EPA large cars still around). Just a reflection of how the car side of the business has collapsed. There is also only one class for "vans" which seems odd when considering how different they are from each other.

 

Although that doesn't explain why MKZ is in luxury small car while ES is in luxury midsize car.  

 

 

Edited by bzcat
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