Jump to content
  • Greetings Guest!

    CheersandGears.com was founded in 2001 and is one of the oldest continuously operating automotive forums out there.  Come see why we have users who visit nearly every day for the past 16+ years. Signup is fast and free, or you can opt for a premium subscription to view the site ad-free.

Sign in to follow this  

Toyota yields U.S. loyalty crown to Honda after recalls, survey says

Recommended Posts

Toyota yields U.S. loyalty crown to Honda after recalls, survey says

Automotive News -- May 14, 2010 - 12:01 am ET

DETROIT (Reuters) -- Toyota's safety recall crisis has helped topple the automaker as the U.S. champion of customer loyalty, allowing Honda and Ford to leapfrog to the top spots, Consumer Reports said.

An April survey by the nonprofit publication showed that 57 percent of current Toyota owners would "most likely" buy another new vehicle from Toyota Motor Corp., down from 70 percent in a December survey.

The result suggests Toyota may face pressure to extend costly sales incentives to win back U.S. consumers and prevent its market share from slipping.

More than half of consumers surveyed said the "overall reputation" of an auto brand was the leading factor in their choice of a new car, the magazine said.

Consumer Reports said Honda Motor Co. was tops in owner loyalty in April, with 68 percent of its owners saying they would return to Honda, up from 67 percent five months earlier.

Ford Motor Co. also has a higher percentage of customers who would return to the brand -- 61 percent in April versus 58 percent in December, the survey said.

The Chevrolet brand, which accounted for almost two-thirds of General Motors Co.'s U.S. sales last year, fell to 49 percent in terms of customer loyalty from 57 percent in December, the survey showed.

Rounding out the top five top-selling brands in the U.S. market, Chrysler's Dodge polled at 24 percent customer loyalty, down from 32 percent in December.

Chrysler is under the management of Fiat S.p.A.

Toyota's sales fell in January and February while their competitors showed increases. By March, Toyota began offering the largest sales incentives in its history and largely extended those discount offers through the end of May.

Toyota sales rebounded in March and April as customers took advantage of the incentives, which include zero-percent financing and up to $1,500 cash back for its top-selling Camry sedan. The cash rebate on a Tundra pickup truck is $4,000 in some regions, and there are low leasing rates for many models.

Consumer Reports said the results were based on a telephone survey of 1,704 U.S. adult vehicle owners conducted in April.

Read more: http://www.autonews.com/apps/pbcs.dll/article?AID=/20100514/RETAIL03/100519922/1018#ixzz0nwZSHt5r

Share this post

Link to post
Share on other sites

Your content will need to be approved by a moderator

You are commenting as a guest. If you have an account, please sign in.
Reply to this topic...

×   Pasted as rich text.   Paste as plain text instead

  Only 75 emoji are allowed.

×   Your link has been automatically embedded.   Display as a link instead

×   Your previous content has been restored.   Clear editor

×   You cannot paste images directly. Upload or insert images from URL.

Sign in to follow this  

About us

CheersandGears.com - Founded 2001

We ♥ Cars

Get in touch

Follow us

Recent tweets



Important Information

We have placed cookies on your device to help make this website better. You can adjust your cookie settings, otherwise we'll assume you're okay to continue.