Ford Wins Ninth Straight IHS Markit Overall Loyalty to Make Award
Ford earned its ninth consecutive IHS Markit Overall Loyalty to Make award at the Automotive News World Congress meeting in Detroit earlier this month. The 23rd annual IHS Markit Loyalty Awards recognize automakers and brands for their staying power with customers, and Ford has consistently been in the mix both as an automaker and for its product lineup.
“Our Automotive Loyalty Awards program continues to showcase the achievements of the automakers, brands and their dealer networks to win back and conquest customers during such a competitive sales environment,” said Steve Had, vice president of automotive product solutions at IHS Markit. “We are honored to recognize these industry leaders that are working to improve their loyalty efforts year over year.”
In addition to the Overall Loyalty to Make award, the Ford Mustang won the midsize sport car segment’s loyalty award and the Ford F-150 won the loyalty award for the full-size three-quarter to one-ton pickup segment.
The Lincoln Motor Company also scored another win in the Overall Loyalty to Dealer award, which was no doubt driven in 2018 by the supreme popularity of the all-new Navigator. This was further reflected in the Navigator’s luxury full-size SUV segment loyalty award, as well as in the luxury compact CUV segment loyalty award for the Lincoln MKC and the luxury traditional compact car segment loyalty award for the Lincoln MKZ.
The IHS Markit Loyalty Awards analyzed 17.6 new-vehicle registrations between October 2017 and September 2018 to determine its award winners. Over this period, 53.7 percent of customers demonstrated loyalty to the brand of their previous vehicle.
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