Porsche, Cadillac Top Brand Loyalty Improvements in Q1: Polk

Jason Siu
by Jason Siu

Porsche and Cadillac saw the biggest jumps in brand loyalty in the first quarter of 2013 while Ford retained its crown as the overall brand loyalty leader.

Thanks to Cayenne owners, Porsche saw a 9.5-percent jump in brand loyalty from first quarter 2012 (32.6%) brand loyalty to first quarter 2013 (42.1%). The Cadillac CTS helped the American automaker make up some ground in brand loyalty with an 8.3-percent jump from 39.1 percent to 47.4 percent. In third place for the first quarter of 2013 was Mazda, increasing from 29.2 percent to 37.0 percent thanks to the Mazda3.

SEE ALSO: 2013 Porsche Cayenne Review – Video

But the crown still belongs to Ford with 65.1-percent brand loyalty for the first quarter of this year. It saw a modest increase of 3.3 percent, but when you’re already retaining so many customers it’s hard to see a substantial increase.

The data was compiled from brands with at least 1,000 former new vehicle buyers returning to the U.S. market in the first quarter. 13 brands in total experienced a larger jump than the industry average of 2.6 percent. For Q1 2013, the industry brand loyalty average was 51.5 percent.

Head to the source link below to see a full list of automaker’s brand loyalty improvements.

[Source: Polk]

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Jason Siu
Jason Siu

Jason Siu began his career in automotive journalism in 2003 with Modified Magazine, a property previously held by VerticalScope. As the West Coast Editor, he played a pivotal role while also extending his expertise to Modified Luxury & Exotics and Modified Mustangs. Beyond his editorial work, Jason authored two notable Cartech books. His tenure at AutoGuide.com saw him immersed in the daily news cycle, yet his passion for hands-on evaluation led him to focus on testing and product reviews, offering well-rounded recommendations to AutoGuide readers. Currently, as the Content Director for VerticalScope, Jason spearheads the content strategy for an array of online publications, a role that has him at the helm of ensuring quality and consistency across the board.

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