Ford and Honda can boast that they have the most loyal customers of any automotive brand, according to a customer survey released last month by J.D. Power and Associates.
The loyalty study measures the rate at which automotive brands retain their existing customers and the reasons why owners remain loyal.
This year, Ford and Honda tied for first place in the survey, with 62% of owners remaining loyal to the brand, according to J.D. Power.
The key vehicles helping Ford keep its customers are the Edge crossover, F-Series pickups and the Fusion midsize sedan, J.D. Power said. For Honda, retention is driven by the Accord sedan, CR-V crossover and Pilot SUV.
Customer retention is critical to a brand’s success, especially as the automotive industry’s sales slowly recover from the worst recession in decades. This year, whether a car is fun-to-drive is becoming increasingly important for buyers.
J.D. Power based its Customer Retention Study on responses from 123,601 new-vehicle buyers and lessees.