GM defends high spot in IHS Markit loyalty awards; Ford wins different high honors

Categories: Marketing

GM defends high spot in IHS Markit loyalty awards; Ford wins different high honors

Basic Motors saved its standing as the highest producer for buyer loyalty for the sixth-straight yr in IHS Markit’s Automotive Loyalty Awards program, whereas Ford Motor Co. once more gained main honors for loyalty to a selected make.

The awards are based mostly on 12.4 million new retail car registrations within the U.S. in 2020.

GM’s protection of the highest spot stemmed from a 69 p.c buyer retention fee and the recognition of its utility and pickup lineups: Ninety-three p.c of returning homeowners purchased one other GM utility car or pickup in 2020, IHS Markit stated.

Ford gained its eleventh consecutive award within the Total Loyalty to Make class. The Ford model’s management in pickups helped foster a loyalty fee of 63 p.c. IHS Markit famous clients have been significantly loyal to the model’s F-Sequence vans.

IHS Markit added a class this yr that acknowledges the flexibility to retain homeowners of hybrid or electrical autos and persuade them to buy various powertrain autos. Tesla Inc. was honored for its 55 p.c loyalty fee in that class, which IHS Markit attributed to the automaker’s battery-electric car choice.

“In such a aggressive surroundings, OEMs have been diligent of their strategic advertising efforts, and it is clear these initiatives have been a core focus for this yr’s winners,” Joe LaFeir, IHS Markit senior vp, stated in an announcement.

Tesla gained in conquest, one other key metric. The model captured 81 p.c of gasoline clients who buy an EV. Its conquest quantity elevated 6 p.c from 2019.

The Most Improved Loyalty to Make award went to Alfa Romeo. IHS Markit credited the model with “an aggressive lease technique” and famous rising curiosity within the Stelvio compact crossover. Its make loyalty rose 9 share factors from 2019.

Lincoln gained for highest loyalty to sellers. Genesis gained for its skill to transform conquests to model loyalists, its first-ever loyalty award from IHS Markit.

Listed below are this yr’s winners. Repeat winners are marked by an asterisk.

Producer and make loyalty awards

Total Loyalty to Producer: Basic Motors*

Total Loyalty to Make: Ford*

African American Market Loyalty to Make: Ford and Toyota

Asian Market Loyalty to Make: Tesla

Hispanic Market Loyalty to Make: Toyota

Most Improved Loyalty to Make: Alfa Romeo

Highest Conversion of Conquests to Loyalists: Genesis

Total Loyalty to Seller: Lincoln*

Highest Conquest Proportion: Tesla*

Highest Different Powertrain Loyalty to Make: Tesla