Automotive Industry Celebrates Polk Automotive Loyalty Winners

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33 Award Winners Recognized for Customer Loyalty, Conquest Efforts

Tuesday, January 14, 2014 8:30 pm EST

Public Company Information:

"OEM marketing teams are increasingly focused on discrete audience targeting directed towards loyalists vs. conquests for each vehicle line, and our loyalty awards program provides fact-based recognition for these efforts."

DETROIT--(BUSINESS WIRE)--Thirty-three winners were recognized for automotive loyalty and conquest during the Polk Automotive Loyalty Awards presented by IHS Automotive. The winners were honored during the Automotive News World Congress in Detroit this evening in conjunction with the North American International Auto Show (NAIAS).

Winners were named in eight featured categories during the event. Included were recognition for ethnic loyalty to make among various audiences; overall manufacturer and make; most improved; and two awards recognizing conquest in the auto industry, including highest percentage of conquest registrations and most improved conquest percentage of registrations. In addition, 25 segment-level loyalty winners were announced, many of which are repeat winners from previous years.

Conquesting is being closely followed by OEMs and dealers alike as they seek to improve market share and win customers from competing brands,” said Jeffrey Anderson, director of loyalty and source of sales solutions at Southfield, Mich.-based IHS Automotive, a division of research and analytics firm IHS. “In addition, the auto industry is focusing marketing efforts on improving consumer loyalty at the dealer and OEM level as the rebound from the recent industry recession continues.”

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. The Polk Automotive Loyalty Awards are presented annually to OEMs and brands that demonstrate a manufacturer’s ability to retain owners over repeat buying cycles.

IHS Automotive tracks owner loyalty throughout the year and regularly works with its customers to effectively manage owner loyalty and conquest efforts through in-depth analysis of automotive shopping behaviors, related market influencers and development of retention and conquest strategies. This year’s awards are based on an analysis of more than 7.4 million new vehicle registrations during the 2013 model year, which ran from Oct. 1, 2012 through Sept. 30, 2013.

“It is truly exciting to see OEMs leveraging performance analytics not only for automotive Loyalty, but for all sources of sales at both the market and dealer levels,” said Edouard Tavernier, senior vice president at IHS Automotive. “OEM marketing teams are increasingly focused on discrete audience targeting directed towards loyalists vs. conquests for each vehicle line, and our loyalty awards program provides fact-based recognition for these efforts.”

A complete list of 2013 Model Year Loyalty Awards by category is as follows:


Manufacturer and Make Loyalty Awards:

Overall Loyalty to Manufacturer

Ford Motor Company

Overall Loyalty to Make


Most Improved Loyalty to Make


African American Market Loyalty to Make


Asian Market Loyalty to Make


Hispanic Market Loyalty to Make



Conquest Awards:

Highest Conquest Percent of Registrations


Most Improved Conquest Percent of Registrations



Segment Model Loyalty Awards*:

Non-Luxury Traditional Compact Car

Toyota Prius

Non-Luxury Traditional Mid-Size Car

Honda Accord

Non-Luxury Compact CUV

Honda CR-V

Non-Luxury Full-Size Half-Ton Pickup

Ford F-150

Non-Luxury Mid-Size CUV

Kia Sorento

Non-Luxury Mid-Size SUV

Jeep Grand Cherokee

Non-Luxury Traditional Sub-Compact Car

Fiat 500

Non-Luxury Mid-Size Van

Chrysler Town & Country

Non-Luxury Traditional Full-Size Car

Toyota Avalon

Luxury Mid-Size CUV

Lexus RX

Non-Luxury Mid-Size Pickup

Toyota Tacoma

Non-Luxury Sport Mid-Size Car

Dodge Challenger

Luxury Traditional Compact Car

Mercedes-Benz C-Class

Luxury Traditional Mid-Size Car

Mercedes-Benz E-Class

Non-Luxury Full-Size SUV

Toyota Land Cruiser

Luxury Compact CUV

Acura RDX

Non-Luxury Sport Car

Hyundai Veloster

Non-Luxury Compact SUV

Jeep Wrangler

Luxury Sport Car

Mercedes-Benz SL-Class

Luxury Full-Size SUV

Land Rover Range Rover

Luxury Traditional Full-Size Car

Lexus LS

Luxury Traditional Sub-Compact Car

Lexus CT200H

Luxury Mid-Size SUV

Mercedes-Benz G-Class

Luxury Exotic Car

McLaren MP4

Luxury Prestige Full-Size Car

Rolls-Royce Phantom


* Vehicle Segment winners are listed based on segment share of the market from highest to lowest.

About IHS (

IHS (NYSE: IHS) is the leading source of information, insight and analytics in critical areas that shape today’s business landscape. Businesses and governments in more than 165 countries around the globe rely on the comprehensive content, expert independent analysis and flexible delivery methods of IHS to make high-impact decisions and develop strategies with speed and confidence. IHS has been in business since 1959 and became a publicly traded company on the New York Stock Exchange in 2005. Headquartered in Englewood, Colorado, USA, IHS is committed to sustainable, profitable growth and employs more than 8,000 people in 31 countries around the world.

IHS is a registered trademark of IHS Inc. All other company and product names may be trademarks of their respective owners. © 2014 IHS Inc. All rights reserved.

News Source : Automotive Industry Celebrates Polk Automotive Loyalty Winners

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