Keeping existing customers is a hallmark to success in any business, and it's especially important in the automotive industry, where the average product costs well over $30,000 and the typical ownership cycle is five or more years.
While automakers in the luxury segment are often thought of as enjoying among the most loyal customers in the business, the top names in this regard are all mainstream makes, according to a just-released report based on second-quarter 2011 sales compiled by Experian Automotive in Schaumburg, Ill.
Data shows that Kia currently boasts the most loyal owner body, with nearly 48 per cent of buyers returning to the brand this year. Ford is second highest with 46.5 per cent repeat business. Chevrolet, Hyundai, Toyota and Honda all registered around 40 per cent brand loyalty, with Subaru bringing back buyers at the rate of around 36 per cent.
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