Honda Ties For Top Owner Loyalty

by Honda in the News on December 10, 2010

Honda Pilot image

Year after year, Honda has shown it can generate repeat customers. And, in this year’s customer loyalty study by J.D. Power and Associates, Honda proves it hasn’t lost its appeal.

Honda tied with Ford for the top stop in the latest loyalty study. Honda successfully retained 62 percent of its new-car customers. Among the vehicles driving customer retention were the Accord, CR-V, and Pilot, as all of these vehicles are perceived to have high resale value and impeccable safety. Honda pre-owned cars also have loyal customers, and in Schaumburg, Honda used cars continue to be popular.

Honda image“Retention fosters favorable word of mouth,” said Raffi Festekjian, director of automotive product research at J.D. Power. “It is much more cost-effective to retain your Honda MD customers than to go out and capture new ones.”

Aside from Ford, which also received a 62 percent in the study, Hyundai, Lexus and Toyota landed in third place, scoring 60 percent each. The study is based on responses from 120,000 people who bought or leased cars, of which about 80,000 replaced a vehicle that was previously acquired new. Other people purchased used Honda cars. Bowie, MD is a brisk market for Honda pre-owned cars.

“Now that economic and market conditions have improved somewhat, vehicle owners are increasingly citing emotional, rather than practical, reasons for staying with their vehicle brand or switching to a different one,” said Festekjian. “In light of this, developing new models with attractive styling and that are perceived as fun to drive is increasingly critical for automakers in order to retain and conquest customers as the market continues to recover.”

JD Power loyalty study image

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