Hybrid Owners Exceptionally Brand Loyal
Power Information Network (PIN) data shows that owners of hybrid vehicles are among the most loyal, at both the brand and manufacturer levels, according to J.D. Power & Associatesê [I]PIN Insights[/I] July newsletter. Almost three of every four Prius owners trade for another Toyota-badged vehicle, and an even higher percentage trade for another vehicle within the Toyota Motor Corp. family of brands. Both results are the highest rates among all Toyota nameplate vehicles, said [I]PIN Insights.[/I]
Owners of all three Honda-badged hybrids are more loyal than the typical Honda driver. Six of every 10 owners of the Civic Hybrid and Accord Hybrid trade for another Honda or Acura, a corporate retention rate exceeded only by owners of the Odyssey and Pilot, according to [I]PIN Insights.[/I]
PIN data shows retention rates for Prius owners who trade in their hybrid for the same brand is 41.9%, while the automaker’s brand-level retention rate is 74.3% and the corporation-level retention rate is 78.2%. For the Civic Hybrid owners, 30.6% trade for the same brand and 59.2% for another Honda.
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