The charts below show U.S. Consumers’ loyalty during the fourth quarter of 2012, as reported by Experian Automotive. While Ford leads in customer loyalty, GM and Toyota loyalty rating are very close. Furthermore, Toyota is slowly recovering from customer defection following a series of quality issues in 2009-2011, and might eventually regain its place at the top. Another factor that might change the balance going forward is the increased loyalty in the luxury brands market, but seems to have skipped Lincoln, Ford’s high end brand.
Source: Experian Automotive
OEM loyalty indicates the percentage of car owners that purchased a car from the same OEM, but not necessarily the same brand. For example, if Ford Focus owner buys a Ford Fusion, or an Audi owner buys a Volkswagen.
Brand loyalty indicates a new purchase of the same brand, such as a Chevrolet or a Lexus.