Ford Motor Company vehicles accounted for four of the top five vehicles for customer brand loyalty, according to recent industry analysis from Experian Automotive. The analysis, compiling industry-wide automotive trends for the third quarter of 2009, also saw Hyundai performing strongly with gains in overall market share and increased new vehicle registration.
From the second to third quarter of 2009, Ford customers continued to show strong loyalty for the Ford brand. Ford's Fusion, Edge, Flex and Five-Hundred models were all within the top five vehicles for customer brand loyalty at 61.8 percent, 57.8 percent, 57.6 percent and 56.3 percent, respectively. Ford Freestyle had the 10th highest brand loyalty at 47.6 percent.
Hyundai performed strongly in the third quarter by gaining 2.2 percentage points in overall market share and experiencing a 30.1 percent increase in new vehicle registrations. Ford also saw improvements in market share, growing by 1.1 percentage points, and in new vehicle registrations, growing by 5.1 percent for the quarter.
"Given the extraordinary challenges in the current economy, Ford and Hyundai showed positive growth," said Jeff Anderson, director of Consulting and Analytics for Experian Automotive. "Both were able to pick up market share gains and improve on their customer loyalty. This gain in momentum should see these companies well-positioned for success when the market turns around."
While Ford had a strong presence in brand loyalty, Toyota's new Venza model was No. 1 in brand loyalty at 63.2 percent. Toyota's Prius (51.8 percent) and Camry (48 percent) came in at numbers seven and nine, respectively. When it came to corporate loyalty, Toyota moved ahead of GM to take the top spot. Ford followed closely in third place.
Other insights from Experian Automotive's analysis included:
"For several quarters now, the industry has worked diligently to better understand the ever-evolving landscape of consumer tastes in vehicles," said Scott Waldron, president of Experian Automotive. "The recent shifts in consumer loyalty, corporate market share and vehicle class preferences show that building future success will come from increased knowledge of the changes in consumer buying habits today."
The analysis of industry trends were the result of Experian Automotive's latest quarterly industry study looking at results from the third quarter of 2009. A market insight snapshot of the findings can be downloaded at http://www.experian.com/automotive/auto-resources.html.