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Would you buy the same vehicle again if you had the chance? That question might represent the ultimate test of consumer satisfaction. More General Motors and Toyota owners voted “yes” with their checkbooks, according to an automotive loyalty study conducted by R.L Polk & Co. for the 2007 model year.
Among carmakers, General Motors proved the overall winner, retaining nearly 63 percent of its customers. Among specific brands, Toyota took top honors, retaining nearly 57 percent of its customers—about 12 points better than the industry average.
Not surprisingly, full-size pickup owners showed the highest degree of loyalty. In that market segment, more than onethird of all consumers stick with the same model, and in 2007 nearly 37 percent of Chevrolet Silverado owners went back for seconds. Other vehicles inspiring repeat purchases included the Saturn Ion (small car), Toyota Prius (mid-size car), Chevrolet Impala (large car), Lexus ES (luxury car), Lexus LS (prestige luxury car) and Pontiac Solstice (sports car).
Among SUVs, the Honda CR-V (compact), Lexus RX (mid-size), Chevrolet Suburban (full-size) and Cadillac Escalade (luxury) kept their buyers coming back for more.
