Loyalty Awards

The Best-of-the-Best: Automotive Loyalty Award Winners Named

It was my pleasure to be a co-presenter last night, along with Edouard Tavernier, as 33 winners were recognized for automotive loyalty and conquest during the Polk Automotive Loyalty Awards presented by IHS. For those of you unfamiliar with how owner loyalty is measured, it’s 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.   This year's Polk Loyalty Awards recognized the best-of-the-best and winners...
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Customer Loyalty - Dealers and Customers Win

For the U.S. automotive industry, superior customer loyalty was recognized this week. I had the pleasure of watching our customers receive the annual Polk Automotive Loyalty Awards in Detroit as part of the overall activities surrounding the 2013 NAIAS (North American International Auto Show). It's a great feeling knowing OEMs and their dealer networks are working like crazy to make the buying and vehicle ownership experience richer, truer and highly relevant for their customers. As in past... Re...
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Living Loyalty... the United People of Subaru™

When was the last time you participated in an event that really made you think about a significant achievement? Not just obtaining a goal, more like transforming your organization's position in its playing field. Not just moving toward greater market share, but keeping your customers loyal once you've introduced them to your brand. Significant achievement is out there. I recognized it as I was fortunate enough to spend a few days at the Subaru of America National Training Conference in...
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Ethnic Loyalty Leaders Recognized at Polk Loyalty Awards

I recently joined many of my Polk colleagues and automotive industry leaders from across the globe at the Polk Automotive Loyalty Awards held on Tuesday, January 10. The dinner and awards were part of the Automotive News World Congress that took place at the Marriott Hotel in Detroit. During the evening, Polk recognized individual vehicles, brands and the overall manufacturer with the highest customer loyalty.As the Head of Diversity and Inclusion at Polk, I follow the ethnic loyalty awards...Rea...
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Polk Supports 16th Annual Urban Wheel Awards

The 2012 Auto Show Week began for me like years past with the 16th Annual Urban Wheel Awards. The Decisive Media event held at the Motor City Casino Sound Board recognizes African American, Asian and Hispanic achievers in the automotive industry. The event also serves as an annual forum for networking among ethnic automotive leaders and highlights green vehicle technology. The evening began with an event honoring Bill Perkins as the first African American Chairman of the North... Read More »
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Where was the General? More on Polk's 16th Annual Automotive Loyalty Awards...

On January 10, 2012, Polk announced the winners of the 16th Annual Polk Automotive Loyalty Awards and one question has been asked over and over again, where was General Motors? GM did not win an award this year, but finished second in the Overall Loyalty to Manufacturer category. Similarly, the Chevrolet Silverado finished second in the Mid/Full-Size Pickup Truck category. To some it might appear as though GM has poor owner loyalty, but nothing could be further from the truth since General...
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Minivan Glory at the North American International Auto Show

I've been to many auto shows and have seen a bunch of concept cars, but it has been a long time since I've seen a full size minivan on the revolving platform. At the 2012 North American International Auto Show, a Chrysler 700C, in all its glory, was on display and showing what could be the next generation of minivan for Chrysler. I'm glad the automaker is still investing in the segment even though the minivan segment only represented 3.3% of CYTD November 2012 vehicle registrations and sales...Re...
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2012 Polk Loyalty Awards

My how time flies! A year has passed and once again, we have honored excellence in owner loyalty during last night's 16th annual Polk Automotive Loyalty Awards. The awards were presented as part of the Automotive News World Congress held in Detroit, MI on January 10th, 2012.   Ford dominated this year's ceremony winning six of 16 awards, including the prestigious Overall Loyalty to Make and Overall Loyalty to Manufacturer awards. In addition to these honors, Ford also won model loyalty awards...R...
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Customer Loyalty Comes from the Heart and Mind

I love it when other professionals support a similar point of view. Take a look at Liz Glagowski's post on automotive loyalty. Liz, a member of 1to1 Media was kind enough to notice our loyalty awards from last month. More importantly, she takes note of how "loyalty" is NOT only based on repurchase behavior, despite that's what our awards are primarily based upon. So Liz, I concur! People need to have a personal affinity - an emotional link to a brand. And when it comes to cars, boy do we...
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Cultivating Automotive Loyalty Even with Low Volumes - Part I

On January 11, 2011 at the World Auto Congress, Polk honored those manufacturers with the highest loyalty for Model Year 2010. For more information about the winners of these loyalty awards, please click here. I had the distinct pleasure of sitting with gentlemen who received half of the model to model loyalty awards. And guess where they are from? I will give you a hint ... you have to travel to the Garden State. Yep! New Jersey showed up strong this year.Do you think it is easier to...
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Urban Wheels and DRIVEN – Honor achievers while inspiring future leaders

Now that the one week rush between Sunday, January 9 and Friday, January 14 known as NAIAS Industry week has passed, I've had a moment to reflect on the three events I attended and their impact on the ethnic automotive market. My busy week began at the 15th Annual Urban Wheel Awards, held on Sunday, January 23 at the Motor City Casino. The Decisive Media event honored African American, Asian, Hispanic and Women industry achievers. The presentation speeches by the son and daughter of two...
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Polk Automotive Loyalty Awards Wrap Up

This week marked the presentation of the 15th annual Polk Automotive Loyalty Awards. Held at the Automotive News World Congress in Detroit, MI, the awards recognize auto manufacturers for their ability to keep owners in the same brand when they return to market for their next vehicle purchase.Stephen Polk, Chairman, President & CEO of R. L. Polk & Co., handed out awards in 16 categories including 10 vehicle segment awards, three ethnic market awards and additional awards honoring...
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Polk Automotive Loyalty Awards Honor 2010 Model Year Winners

Once again, it was an honor to present the Polk Automotive Loyalty Awards last night at the Automotive News World Congress. This is our 15th year recognizing automotive manufacturers for their superior performance in customer retention, and the energy has never been more electric! We had several repeat winners and even some surprises. For the first time since 1999, Ford Motor Company and Ford Division took top honors by winning in both the "Overall Loyalty to Make" and "Overall Loyalty... Read...
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Customer Loyalty - It's a Close Race

Last week we recognized winners of Polk's annual Automotive Loyalty Awards. One category that gets a lot of attention by our customers is the overall "Make Loyalty" category which basically recognizes superior customer loyalty to an OEM's brand. Since many of the automakers have multiple divisions (i.e., makes or brands), they like to see how consumers react to these separate entities due to the unique position they try to create in the marketplace. This year, Honda won for the U.S. market....
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Congratulations to the Polk Automotive Loyalty Award Winners

It was my honor to present the 14th Annual Polk Automotive Loyalty Awards at the Automotive News World Congress this week. We’ve discovered over the years that the more you know about customer loyalty, and the more you focus on it, the better. And I can tell you first-hand that we’re seeing more and more of our customers taking their loyalty objectives very seriously. Our 2009 Model Year winners are no exception! Every year Polk recognizes automotive manufacturers for their...
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Has GM Turned the Corner?

My major take-away from last night's World Congress presentation was the sharp role reversal between guest speakers Yoshimi Inaba, President and COO of Toyota Motor North America, Inc., and Mark Reuss, President of GM North America. Mr. Inaba spoke first about Toyota's recent successes and challenges. He calmly and confidently highlighted their current and future products, large R & D investment and employee charitable volunteer activities. The audience was left with an impression of a bright......
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Automotive Customer Loyalty - What's Your Story?

Are you loyal? I'm not talking about loyal to your job, your friends or your breakfast cereal. I'm talking about your car...or the manufacturer of that car. I'm asking because it's a subject we think a lot about at Polk. So much so, that on January 12, 2010, Polk will be presenting the 14th Annual Polk Automotive Loyalty Awards at the Automotive News World Congress. Winners of these awards are automotive manufacturers that have demonstrated the ability to bring customers back through positive...R...
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Saturn Owners – Where Will They Go?

I wanted to analyze sales trends and look at the impact that GM's decision to discontinue the Saturn brand will have on customer loyalty. More specifically, have Saturn owners defected from GM at a higher rate this year? What are Saturn owners likely to purchase when they return to market for their next new vehicle purchase? From January 2004 – December 2008 over 56% of Saturn owners were loyal to GM, with nearly 30% defecting to Asian brands. During this same time period Saturn maintained a...
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