GM Tops Customer Loyalty List for 2004
Posted 1/19/05 12:19 p.m. CST

By The Detroit Free Press

General Motors Corp. had the most return customers of all U.S. automakers in the 2004 model year, according to an annual survey of customer loyalty. It was the fifth consecutive time GM has topped the loyalty list.

Southfield, Mich.-based R.L. Polk & Co. said 65.1 percent of households owning a new GM vehicle returned to the same model or make when purchasing or leasing their next vehicle.

"General Motors' success can be partially attributed to the wide range of vehicle offerings," Polk CEO Stephen R. Polk said in a statement. "The more vehicle choices an automaker provides a returning customer, the more likely the customer will remain within the manufacturer family."

While GM won in the manufacturer category, the vehicle nameplate with the most customer loyalty was Ford, with 57.4 percent of customers returning. The average loyalty for all brands was 44.8 percent. Ford has placed No. 1 in brand loyalty since Polk started bestowing its awards in 1996.


Best Cars By Category:
 
Cars:

• Small:
  Saturn Ion, 30.6%
  
• Midsize:
  Toyota Camry, 28%
  
• Large:
  Buick LeSabre, 41.2%
  
• Luxury:
  Cadillac DeVille, 40.9%
  
• Prestige Luxury:
  Lexus LS 430, 32.7%
  
• Sports:
  Ford Mustang, 15%
  
• Prestige Sports:
  Jaguar XK, 22.8%

Trucks/Vans/SUVs:

• Minivan:
  Chrysler Town & Country, 25.8%
  
• Compact Pickup:
  Ford Ranger, 18.2%
  
• Full-Size Pickup:
  Ford F-Series, 42.7%
  
• Compact SUV:
  Subaru Forester, 25.2%
  
• Midsize SUV:
  Mercury Mountaineer, 32.9%
  
• Full-Size SUV:
  Ford Expedition, 27.1%
  
• Prestige SUV:
  Land Rover Range Rover, 33.9%