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Ford Motor Co. Message Board

  • questinator questinator Jan 19, 2013 4:05 PM Flag

    Ford has highes customer loyalty

    "Today, Experian Automotive completed its review of new-car sales from the third quarter of 2012, and the firm found that Ford (F) did better than any other automaker at keeping customers coming back for more. All told, a very impressive 44.1% of customers who bought Fords between July and September 2012 owned another Ford at the time of purchase. (Whether they traded in that vehicle to buy their new Ford, or whether they were simply adding to their household fleet isn't tracked.) Toyota was the only other company to break the 40% mark, coming in at 43.3%.

    Rounding out the top 10 brands were Kia (39.9%), Hyundai (38.6%), Honda (38.1%), Chevrolet (38.0%), Subaru (35.7%), Nissan (34.7%), Mercedes-Benz (34.6%), and Lexus (34.1 %). Keep in mind that these sales pre-date the fuel economy fiasco that hit Hyundai and Kia in October and November. It will be interesting to see if their loyalty figures remain high in Q4."


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    • I assumed that this was because of the tendency of pickup truck owners to stick with the F series. However, looking at the Experian release, I see that it includes only passenger cars. 7 or the top 10 models in terms of loyalty are Fords. Surprising, given some of the software problems recently, I think. I was hoping to see a list of the least loyal models, which might have been illuminating, but was not included.

      • 1 Reply to bearofbleecker
      • MyFord Touch has been a thorn in Ford's craw and knocked them down on quality ratings. Chrysler used to be first to market with a number of things (AC, alternator, electronic ignition) and it might not always be the best, but it was first. I think that's what Ford did with MyFord Touch, perhaps put it out there a little bit early. Because of the popularity of it on their cars it had an affect on their quality rating. Otherwise, the quality on the rest of the car has been good. It was a "bell or whistle" that had a problem, not the car.

        The Powershift transmission was also something "new" in the way it felt when shifting. The customers should have been better educated with this new kind of transmission. I can't remember reading a negative article or hearing any complaints on it now though for quite a while since the parameters for the shifts was changed, and it is selling well.

        I hope Ford has learned from these two events as well as the 1.6L EcoBoost launch. Ford has had quite a few things go very well for them over the past 6 years. The stumbles are expected, but they do need to be learned from and prevented in the future.


    • Loyalty is always great to have.

      Sentiment: Strong Buy

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