Ford Wins Four 2014 IHS Automotive Loyalty Awards
The winners of the 2014 IHS Automotive Loyalty Awards have been announced, and it has been determined that there is no manufacturer and no make to which consumers are more loyal than Ford.
Ford won the awards for Overall Loyalty to Manufacturer, Overall Loyalty to Make, and African-American Market Loyalty to Make, all for the fifth straight year and all despite not placing a single Ford vehicle among the models to which car buyers are most loyal. In fact, the only Ford Motor Company vehicle to land a Segment Model Loyalty Award was the Lincoln MKZ, which topped the Luxury Traditional Compact Car category.
“This year’s winners have demonstrated superior performance in their ability to retain their customers among their models and brands,” said Edouard Tavernier, senior vice president at Southfield, Mich.-based IHS Automotive, part of IHS, Inc. “As the overall market growth flattens, the competition for buyers returning to market has never been greater. Manufacturers will need to continue to launch great new products to retain their customers, while driving aggressive conquest programs in order to be successful at growing their market share.”
Tavernier’s statement may well reveal how Ford manages to be the best overall brand for loyalty even when popular models like the Explorer and F-150 are not considered to be the vehicles that inspire the most devotion: continuous lineup improvement. Globally, Ford launched more than 23 new products in 2014, and President and CEO Mark Fields said that buyers around the world can expect another 15 new launches in the year ahead—including the 2016 Ford Explorer, 2016 Shelby GT350, 2016 Shelby GT350R, and hopefully the bonkers-looking Focus RS.
News Source: IHS Automotive