Ford, General Motors Dominate R. L. Polk's Mid-Year Consumer Loyalty Rankings

Since 2000, General Motors has rated the highest in manufacturer loyalty. The first six months of the 2004 model year also show GM in the lead with 65.7 percent of its customers returning to the automaker when they make future purchases. "GM's high loyalty rates are partially driven by a wide range of vehicles available among its seven makes," said Melissa Travers, manager of Polk's Loyalty Solutions team.

At the make level, Ford continues to retain the highest percentage of its consumers with 57.5 percent of its buyers remaining loyal. Ford has enjoyed the top seed in the make category since 1996.

Eight of the 2003 winners in Polk's segment loyalty categories did not make it into the 2004 mid-year findings. Notably, GM nameplates surged to replace Ford Motor Company vehicles in four segments. At the halfway point, Saturn Ion replaced the Ford Focus in Small Car, Buick Century replaced Mercury Sable in Midsize Car, Buick LeSabre replaced Mercury Grand Marquis in Large Car, and Cadillac DeVille replaced Lincoln Town Car in the Luxury Car segment.

However, three Ford Motor Company light trucks maintained their leads in the Compact Pickup (Ford Ranger), Full Size Pickup (Ford F-Series), and Full Size SUV (Expedition) segments.

"Some of the 'new' leaders in model loyalty may not have won in 2003, but have in the not-too-distant past," said Travers. "In many cases, Polk has found that models can briefly surge to the top of loyalty rankings due to attractive redesigns and particularly enticing incentive offers."

The Buick LeSabre, leading the Large Car segment halfway into 2004, won for three consecutive years before being ousted by the Mercury Grand Marquis in 2003. Current leader Cadillac DeVille had the highest model loyalty in the Luxury Car segment from 2000 to 2002, before bowing to the Lincoln Town Car in last year's annual results. Lexus LS 430 grabbed top honors in the Prestige Luxury Car segment in 2001 and 2002, was overtaken in 2003 by the BMW 7 Series, but is now leading again at 2004's midpoint.

Entirely new to the loyalty race this year is the Range Rover in the Prestige SUV segment and the Ford Mustang in the Sports Car segment. Meanwhile, the Saturn Ion has dislodged the formidable Ford Focus -- winner for four consecutive years -- from the top spot of the Small Car segment.

"Reflecting the fluid nature of the automotive business, there are both relatively new models leading segment categories, as well as models returning to the top spot after briefly slipping out of the lead," said Travers. "The last half of the 2004 model year is going to be interesting to see if the new leaders can retain their edge, and if the array of Ford trucks and General Motors cars will remain strong."

About Loyalty

Polk's Manufacturer Loyalty Excelerator(TM) report, which is the basis for the Polk Automotive Loyalty rankings and annual awards, is the latest insight into consumer loyalty. This report was introduced to the automotive industry in 1995 and was created to provide household loyalty information to manufacturers at many different levels. It is now used to provide loyalty percentages for the entire automotive industry and allows for cross-industry comparisons of loyalty behavior. 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, make, or manufacturer.

Table: 2004 Model Year Mid-Year Loyalty Rankings (October 2003 - March 2004)

    Category               Leader                    Loyalty %  Avg. Model
                           (* = 2003 winner)                    Loyalty
                                                                Within
                                                                Category %

    Overall Categories:
    Manufacturer Loyalty   General Motors*           65.7%      55.1%
    Make Loyalty           Ford Division*            57.5%      45.2%

    Segment Categories:
    Small Car              Saturn Ion                33.7%      14.6%
    Midsize Car            Buick Century             29.3%      19.8%
    Large Car              Buick LeSabre             41.4%      29.7%
    Luxury Car             Cadillac DeVille          41.7%      19.6%
    Prestige Luxury Car    Lexus LS 430              33.9%      27.3%
    Sports Car             Ford Mustang              15.8%       9.5%
    Prestige Sports Car    Mercedes-Benz SL-Class    25.9%      15.2%
    Minivan                Chrysler Town & Country*  24.9%      14.9%
    Compact Pickup Truck   Ford Ranger*              19.4%      14.5%
    Fullsize Pickup Truck  Ford F-Series*            43.1%      37.4%
    Compact SUV            Subaru Forester*          26.3%      16.8%
    Midsize SUV            Mercury Mountaineer*      36.2%      18.9%
    Fullsize SUV           Ford Expedition*          27.2%      22.6%
    Prestige SUV           Land Rover Range Rover    34.6%      22.3%

About R. L. Polk & Co.

Polk has served the automotive industry for more than 80 years and is the longest standing curator of automobile records in the United States. Founded in Detroit in 1870, Polk launched its motor vehicle statistical operations in 1922 when the first car registration reports were published. The company now provides automotive solutions to nearly every segment of the motor vehicle industry as an analytical consultant and statistician, as a provider of database-marketing services, and as a supplier of vehicle histories. Based in Southfield, Michigan, Polk is a privately held global firm, currently operating in Australia, Brazil, Canada, China, France, Germany, Italy, Japan, the Netherlands, Mexico, Spain, the United Kingdom and the United States.