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FCA nabs loyalty awards

by David Zatz on

FCA nabbed five Automotive Loyalty Awards from IHS Markit, with Jeep® also recognized, for the second year in a row, as having the highest customer-conquest performance within its group. There were 30 categories overall.

The Jeep Grand Cherokee earned its ninth Automotive Loyalty Award in the non-luxury mid-size SUV segment. Repeating last year’s success were the Wrangler (non-luxury compact SUV) and  Ram 1500 (non-luxury full-size half-ton pickup). For the sixth time, the Dodge Challenger topped the non-luxury mid-size sport segment.

General Motors has continued its comeback with the top manufacturer loyalty, of 69%, while Ford had the highest brand loyalty overall, at 63%.  The average brand loyalty for the industry was just 54%, a record high; if a household has two vehicles of the same brand, its loyalty rate averages 63%, while if the household already has a different brand car, their loyalty is just 43%.

At the dealership level, Lincoln had the highest loyalty to dealers, with 48.5%. It appears many customers go to different dealers when they buy a new car, even from the same brand.

Toyota won loyalty among Hispanics, Asians, and African Americans; and Buick won the “most improved” class.

Mercedes only pulled in one award (Luxury Traditional Full-Size Car), as did BMW (Luxury Traditional Sub-Compact). Toyota did not have a single winner, other than the Lexus ES (Luxury Traditional Mid-Size Car). Ford’s sole award was for full-size pickups over a half-ton, while Lincoln garnered awards in three categories (Luxury Compact CUV, Luxury Midsize CUV, and Luxury Traditional Compact Car).

Despite its overall win, Gm won fewer segment awards than FCA — Compact CUV, Full-Size SUV, and Traditional Compact Car (Chevrolet Volt).

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