Ford takes top spot in brand loyalty, with Ford Fusion and Ford Flex owners being the most brand-loyal

Tue Jan 15, 2013 8:00am EST

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Toyota, Kia, Hyundai and Honda round out the top five for brand loyalty
SCHAUMBURG, Ill.,  Jan. 15, 2013  /PRNewswire/ -- Experian Automotive  today
announced that the Ford Fusion and the Ford Flex took the top two spots for
brand loyalty at the model level during Q3 2012, surpassing the Q2 2012 model
loyalty leader Chevrolet Sonic.

According to its Q3 2012 Loyalty and Market Trends report, Experian Automotive
found that 56.4 percent of Ford Fusion owners returning to market purchased or
leased another Ford vehicle. The Ford Flex and the Chevrolet Sonic finished with
55.3 percent and 54.3 percent brand loyalty, respectively.  

"Ford continues to perform exceptionally well in brand loyalty, with a range of
products that are getting customers back to the showroom again and again," said 
Jeffrey Anderson, director of consulting and analytics for Experian Automotive.
"Loyal customers provide a ready-made source of sales and constitute an
important element of maintaining or expanding market share and profitability."

Overall, Ford had seven models in the top 10 for brand loyalty. Other Ford
models in the top 10 included the Ford Edge, Ford Five Hundred, Ford Fiesta,
Ford Escape and Ford Focus. Other top 10 finishers include the Chevrolet Sonic, 
Kia Forte  and Cadillac DTS.

When looking at the overall brand level (or when the owner of a certain brand
returned to market to buy the same brand of car regardless of the model), the
analysis found that Ford and Toyota maintained the top two spots, and Kia and
Hyundai moved into the third and fourth positions, surpassing Honda.

Brand loyalty:

 Brand          Percent  
 Ford           44.1%    
 Toyota         43.3%    
 Kia            39.9%    
 Hyundai        38.6%    
 Honda          38.1%    
 Chevrolet      38.0%    
 Subaru         35.7%    
 Nissan         34.7%    
 Mercedes-Benz  34.6%    
 Lexus          34.1 %   

Brand loyalty by model:

 Model              Percent  
 Ford Fusion        56.4%    
 Ford Flex          55.3%    
 Chevrolet Sonic    54.3%    
 Ford Edge          53.8%    
 Kia Forte          52.7%    
 Ford Five Hundred  51.0%    
 Ford Fiesta        50.7%    
 Ford Escape        50.1%    
 Ford Focus         49.7%    
 Cadillac DTS       49.1%    

Complete findings from the Q3 2012 Experian Automotive industry Loyalty and
Market Trend report will be presented in a Webinar on  Jan. 23  at  11 a.m. 
Pacific/1 p.m.  Central/2 p.m.  Eastern. If you would like to attend the event,
please visit  to register. Experian Automotive also
will be tweeting highlights from the report during the Webinar on Twitter 
@Experian_Auto  using #EXPAuto.

About Experian Automotive
Experian Automotive provides information services and market intelligence that
enables results-driven professionals to gain the fullest possible understanding
of the market, the vehicles and the people who buy them. Its North American
Vehicle DatabaseSM  houses data on nearly 700 million vehicles and, when
combined with Experian's credit, consumer and business information, provides an
integrated perspective into the automotive marketplace. Experian Automotive's
AutoCheck®  vehicle history reports provide  dealers  and  consumers  with
in-depth information, allowing them to confidently understand, compare and
select the right vehicles. For more information on Experian Automotive and its
suite of services, visit our Website at

About Experian
Experian®  is the leading global information services company, providing data
and analytical tools to clients around the world. The Group helps businesses to 
manage credit risk,  prevent fraud, target marketing offers and automate
decision making. Experian also helps individuals to check their  credit report 
and  credit score, and protect against  identity theft.  

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent
of the FTSE 100 index. Total revenue for the year ended  31 March 2012  was US 
$4.5 billion. Experian employs approximately 17,000 people in 44 countries and
has its corporate headquarters in  Dublin, Ireland, with operational
headquarters in  Nottingham, UK;  California, US; and São Paulo,  Brazil.

For more information, visit

Experian and the Experian marks used herein are service marks or registered
trademarks of Experian Information Solutions, Inc. Other product and company
names mentioned herein are the property of their respective owners.

Roslyn Whitehurst
Experian Public Relations
1 714 830 5578
Twitter:  @RozWhitehurst

SOURCE  Experian Automotive

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