Toyota Motor Sales ranks First in buyer loyalty

Toyota Motor Sales ranks First in buyer loyalty

Toyota Motor Sales won the top spot for buyer loyalty among auto buyers in second-quarter 2012, according to the Experian Automotive Loyalty and Market Trend analysis. Toyota jumped past GM and Ford, from 41.6 percent a year ago to 47.3 percent.

To restore normal operations and regain customer trust in such a short time following the earthquake and tsunami is a truly remarkable comeback, says Experians director of consulting and analytics Jeffrey Anderson.

To measure brand loyalty, Experian looks at whether a consumer buys a new vehicle of the same corporate brand as the previous purchase. This includes all brands under the corporate umbrella.

Rounding out the top five are GM, Ford Motor Co., Hyundai Motor Corp. and Honda Motor Co.

The Chevrolet Sonic was the top model in brand loyalty, meaning that 60 percent of Sonic owners bought another Chevy.

Ford won the top spot for individual brand loyalty and had six of the 10 top models for owner loyalty: Fusion, Flex, Edge, Five Hundred, Escape and Fiesta.