Polk automotive is an automotive industry research company that provides statistical reporting and analysis to manufacturers and consumers alike. Honda announced today that Polk has awarded the automaker with its 2011 Polk Automotive Loyalty Award in the category of Hispanic Market Loyalty to Make.
“Honda is thrilled to accept this award from Polk, which demonstrates how strong our products and brand resonate with buyers in the important Hispanic market,” said David Hendley, assistant vice president of sales, American Honda Motor Co., Inc. “The quality and value of our products continues to generate strong loyalty from consumers.”
Polk bases their loyalty award on a manufacturers ability to retain owners over repeat buying cycles. 5.5 million new vehicle purchases between October 1st, 2010 and September 30th, 2011 were the source of information for Polk to make it’s decision. Loyalty is defined by Polk as a household that returns to market to buy a new vehicle and stays with the same make or model as their previous automobile purchase.