NEW YORK, Feb. 5 /PRNewswire/ -- The automotive marketplace is becoming more and more competitive every year, providing customers with plenty of options. According to research from R.L. Polk and Company, nearly half of all Americans are easily swayed about their personal transportation and end up buying a completely different brand or model car each time.
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But while analyzing over 9.5 million retail purchases last year and tracking to see if customer loyalty was to stay with a manufacturer within a brand, there were some winners. General Motors won big for overall loyalty to manufacturer by retaining 62.5% of its owners who bought cars in 2008. Nearly two out of three GM owners, who needed a new car, bought another GM vehicle last year. Chevrolet won four individual model awards for their vehicle categories proving loyalty to some automotive brands may be more than skin deep.
Moving forward, Polk suggests, if carmakers want to maintain their owner's loyalty, they need to focus on three things: maintaining quality, creating brand excitement, and improving technology. Especially fuel-saving, green technologies like hybrids and electric vehicles.
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