#loyalty

Perhaps fearful that Lincoln buyers, like most new car purchasers, will take home a new vehicle and spend the remainder of their warranty period interacting with the dealer only when absolutely necessary, Lincoln Motor Company has a plan.

Rewards.

Announced late last week, Lincoln Access Rewards is a customer loyalty program that encourages owners to spend more to get more. More points, that is — redeemable for a number of things, some of them frivolous, but in keeping with the Lincoln lifestyle.

If German automakers keep calling SUVs and five-door liftbacks “coupes,” maybe we’ll see a reversal of this trend. For now, however, American car buyers have never been quite so unimpressed with “cars” come trade-in time.

According to Edmunds’ annual Trade-In Loyalty Report, passenger cars just don’t have what it takes to lure buyers back into the three-box lifestyle. Sport utility vehicles, on the other hand, have all the appeal of a WWII pinup model parachuting into an overseas USAF base.

Early on in the film Gran Torino, which I’ll admit is a guilty pleasure of mine, we see the curmudgeonly Walt Kowalski watch grimly as his no-good, ungrateful son drives his family away from his decaying Detroit home in a brand new Toyota Land Cruiser.

It’s 2008, and the financial crisis is threatening the very existence of the American auto industry. Meanwhile, we see in Walt’s driveway the evidence of a lifelong allegiance to the Ford Motor Company — a 1972 Ford F-100 bearing all the scars of three-plus decades of hard use, and his spotless, cherished ’72 Gran Torino.

“Would it kill you to buy American?” Walt mutters as the pristine Toyota drives off, wishing, no doubt, that he could turn his M1 Garand on the four-wheeled interloper.

What’s big these days? You know the answer. Avocados. Leasing. Saying “it me” on Twitter. But above all else, crossovers and SUVs.

Not only have utility vehicles become the driving force in the North American automotive marketplace, ownership of these versatile vehicles is apparently becoming harder and harder to quit. More than ever, owners of crossovers and SUVs find themselves bolting from their old utility vehicle into a brand new one.

As for sedan buyers, never has love drained so quickly from a relationship.

Will Volkswagen TDI owners who opt for a buyback be soured on the brand, or can they be lured into a new model?

It’s a big question for dealers, who could stand to benefit from the dealership traffic they’ll see when Volkswagen’s buyback program gets up and running later this year.

Welcome to Marketing 101. Today: Brand loyalty.

Polk finally gives an answer to a question that had given mankind sleepless nights, for als long as since the invention of the wheel: Why do customers stay loyal to their car brand? Really: Why in God’s name? Truth be told, Polk only asked why owners of luxury vehicles return to their dealer to buy again. Instead of, say, emigrating to North Korea. Or joining the witness protection program. The study produced shocking revelations.

When the Toyota recall debacle kicked off, there were two types of reactions from their competitors. There were the ones who went after Toyota customers like a Catholic priest after a choir boy. And then, there was the “we are taking the high road” brood. Franco-Japanese Nissan were a part of the “we are way above this” bunch. They confirmed that they wouldn’t be introducing programs to woo Toyota customers. Who would want a Nipponese cannibalisation in the far abroad?

Somebody must have missed the memo.