Polk Customer Loyalty Awards 2007: GM Vs. Toyota, Round Two
On one hand, Polk Automotive's 2007 Loyalty Awards are "based on actual consumer transactions, with over 6 million household records per year being analyzed to determine the winners." On the other hand, I never trust a list of award winners that doesn't provide the full results, including the losers. So, GM wins the manufacturer loyalty category, with a staggering 62.89 percent customer retention rate. Take THAT Toyota! Uh, hang-on. ToMoCo wins the "make" loyalty category, with 56.69 percent customer retention. What's the diff? (We'll phone Polk later.) GM scoops six segment titles: Small Car (Saturn Ion, 23.5 percent), Large Car (Chevrolet Impala, 33.89 percent), Sports Car (Pontiac Solstice, 19.08 percent), Full-Size Pickup Truck (Chevrolet Silverado, 36.64 percent), Full-Size SUV (Chevrolet Suburban, 23.21 percent), and Prestige SUV (Cadillac Escalade, 33.61 percent). Toyota takes five segment titles: Mid-size Car (Toyota Prius, 33.34 percent), Luxury Car (Lexus ES, 32.8 percent), Prestige Luxury Car (Lexus LS, 44.41 percent), Compact Pickup Truck (Toyota Tacoma, 17.73 percent), and Midsize SUV (Lexus RX, 29.04 percent). There's something strange about all this. Did I mention that we're phoning Polk?