COSTA MESA, Calif., Jan. 17, 2012 - Hyundai is highest among all automotive brands in J.D. Power and Associates 2012 Customer Retention Study(SM). Now in its ninth year, the study measures the rate at which automotive brands retain their existing customers and examines the reasons why customers remain loyal. Hyundai earned the top spot in the study, improving its retention rate by four percentage points from 2010 to 64 percent in 2012.
According to J.D. Power and Associates, 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.
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. In addition to customer retention, the study also measures the rate at which each automotive brand captures customers from its competitors, known as conquesting.
"We are proud that Hyundai owners show their brand loyalty by choosing to buy another Hyundai vehicle over 60 percent of the time," said Dave Zuchowski, executive vice president, National Sales, Hyundai Motor America. "Once they experience the styling, comfort and value of Hyundai vehicles, it's no surprise that they elect to stick with the Hyundai brand. We are thrilled that our vehicles and our dealers are earning the respect and loyalty of our customers."