Ford Tops in Q1 Brand Loyalty Study

Loyalty is important to automakers, and those that managed to increase their brand loyalty saw gains in market share last year. 

IHS Automotive has released the results of a study looking into brand loyalty, revealing that Ford led the first quarter of 2014 with 64 percent loyalty. These numbers are found by looking at 1.8 million new vehicle transactions in which a household returned to market during the first quarter of 2014.

Following closely behind Ford are Mercedes-Benz and Toyota, both of which had a 57.8 percent loyalty.

Overall trends indicate that those brands that improved in loyalty also managed to increase market share. Jeep climbed by 8.1 percent in loyalty, while also moving up by 1.3 percentage points in market share. Nissan and Subaru also saw loyalty gains, both of which gained just under a single percentage point in market share.

[Source: IHS Auto]

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