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Polk Automotive Loyalty Award Winners Announced

January 24, 2007

R. L. Polk & Co. presented the 11th Annual Polk Automotive Loyalty Awards at the 2007 Automotive News World Congress.Winning the Overall Manufacturer award for the seventh consecutive year, General Motors increased customer loyalty at least 3 percentage points in each winning category. GM also secured five additional awards including honors for its Chevrolet Impala, Corvette and Tahoe, and the Saturn ION and VUE.Toyota scored more than 3 percentage points higher than last year in customer loyalty, taking honors in the Overall Make category for posting the highest make loyalty to an automotive division. It was also recognized with two segment loyalty awards. Toyota Prius won the Midsize Car segment, becoming the first hybrid vehicle to be honored. Lexus, the luxury division of Toyota Motor Sales, USA Inc., was a repeat winner in the Midsize SUV segment for its Lexus RX.Overall for the industry, make loyalty for the 2006 model year was 44.4 percent. Recent studies by Polk show consumers are consistently more loyal to Asian brands (47.6 percent), versus European (37.3 percent) and domestic makes (43.5 percent).Ford Motor Company was also a multi-award winner this year and accepted honors for its Ford F-Series, Mustang and Lincoln Town Car. Other brands capturing loyalty honors were Chrysler, Land Rover and Mercedes-Benz.Polk's Manufacturer Loyalty Excelerator Report is the basis for the Polk Automotive Loyalty rankings and annual awards. The report measures loyalty throughout the entire model year so that manufacturers may keep abreast of loyalty trends as they occur in the industry.The Polk Automotive Loyalty Awards recognize manufacturers for superior owner loyalty performance. 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 Automotive Loyalty Award Winners - 2006 Model Year
Overall Awards
  • Manufacturer Loyalty: General Motors* - 61.4, 53.2 (Loyalty %, Avg. Loyalty % for Category)
  • Make Loyalty: Toyota* - 57.7, 44.4Vehicle Segment Awards
  • Small Car: Saturn ION* - 27.8, 14.6
  • Midsize Car: Toyota Prius - 35.0, 17.0
  • Large Car: Chevrolet Impala - 32.4, 20.9
  • Luxury Car: Lincoln Town Car* - 34.9, 18.1
  • Prestige Luxury Car: Mercedes-Benz S-Class - 31.4, 24.5
  • Sports Car: Ford Mustang* - 19.9, 11.7
  • Prestige Sports Car: Chevrolet Corvette - 27.0, 19.8
  • Minivan: Chrysler Town & Country* - 27.4, 15.2
  • Compact Pickup Truck: Toyota Tacoma* - 18.7, 12.2
  • Full-Size Pickup Truck: Ford F-Series* - 36.8, 32.0
  • Compact SUV: Saturn VUE - 29.6, 16.7
  • Midsize SUV: Lexus RX 300/330/400h* - 31.1, 17.2
  • Full-Size SUV: Chevrolet Tahoe - 22.3, 16.6
  • Prestige SUV: Land Rover Range Rover* - 35.5, 19.5
    * 2005 Model Year Polk Automotive Loyalty Award Winner
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