|HOME | STATS | PUBLICATIONS | REGISTER | ADVERTISE | ARCHIVE | ABOUT US | CONTACT US|
Ford repeats as winner of Polk's Loyalty Awards with African-American consumers
(January 10, 2012) The 16th Annual Polk Automotive Loyalty Awards were held in Detroit at the Automotive News World Congress and Ford Motor Co. was a big winner in the African-American consumer categories. The awards recognize loyalty in a number of categories, including loyalty among black, Hispanic and Asian consumers.
Loyalty is determined when a household that owns a new vehicle returns to market and purchases or leases another new vehicle of the same model or make. Polk tracks owner loyalty throughout the year and regularly works with customers to effectively manage owner loyalty through in-depth analysis of automotive shopping behaviors, related market influencers and development of retention strategies. The 2011 awards are based on an analysis of 5.5 million return-to-market events during the 2011 model year. The model year ran from Oct. 1, 2010 through Sept. 30, 2011.
Ford was the repeat winner in the African-American Loyalty to Make category, with 61.4% choosing the carmaker. That was the highest percentage earned by any auto company for loyalty among ethnic consumers.
Joining Ford on stage to accept recognition was its ad agency for the African-American market, UniWorld Group.
According to Marc Bland, Polk's Head of Diversity & Inclusion,
African-Americans' top choice for Loyalty to Manufacturer was Ford /
Lincoln with 62.9% returning to the OEM for their next purchase. The
winner among African-American consumers for Most Improved Loyalty was
Jeep at +6.8% between the 2010 and 2011 model years.
TARGET MARKET NEWS
228 S. Wabash Ave.
Chicago, Il 60604
Copyright (c) 2011 All rights reserved
email@example.com Supplier Services