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Study: Hyundai Leads in Customer Retention

2012 Hyundai Sonata image

According to JD Power and Associates, no other automaker is holding on to their customers better than Hyundai. The Korean automaker ranked No. 1 in the annual Customer Retention Study, signifying that Hyundai has been successful in improving its image, quality, and general appeal.

Hyundai ranked just ahead of Ford and Honda, which both tied for the second place spot. JD Power noted that Hyundai’s retention rate is primarily driven by the Elantra and Sonata models.

“Hyundai’s increased retention rate is shaped by its expanding model lineup, as well as the fact that perceptions of the brand’s quality and appeal have continued to improve during the past decade,” said Raffi Festekjian, director of automotive product research at J.D. Power and Associates.

The 2012 Customer Retention Study is based on responses from 117,001 new-vehicle buyers and lessees, of which 73,733 replaced a vehicle that was previously acquired new. The study was fielded between February and May 2011 and August and September 2011.

These days, as the economy continues to recover, customer retention is extremely important and is an indicator of a brand’s market success. An automaker’s ability to retain its customers also reveals how satisfying their vehicles were over the course of  vehicle performance. In addition to customer retention, the study also measures the rate at which each automotive brand captures customers from its competitors, known as conquesting.

JD Power Customer Retention image

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