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Hybrid Car Buyers are Loyal Buyers

Once again, Prius buyers have shown themselves to be loyal buyers.  Toyota beat out GM for the first time, winning the award for Overall Loyalty to Manufacturer, propelled by some of their more popular and loyal buyers.  Toyota took first place in the Mid/Full-Size Car and Mid/Full- Size SUV categories for the Toyota Prius and Lexus RX, respectively.

Prius buyers (and other hybrid car owners) have been shown time and time again to be loyal customers, coming back and buying another Prius (or hybrid).  But you have to wonder if that's because of the make, or because of the lack of choices.

If there was a car from Ford or GM that was priced similarly to the Prius, and got similar fuel efficiency numbers, would car buyers switch?  Ford has said that many of those who are buying the Fusion Hybrid are trading in Toyota or Honda vehicles.  That seems to show that at least part of the loyalty, so far, has been to the fuel efficient hybrid technology.



Categories
Winners
Loyalty %
Overall Loyalty to Manufacturer
Toyota
58.60%
Overall Loyalty to Make
Honda
54.86%
Most Improved Loyalty to Make
Audi
+ 4.9 percentage points
Hispanic Market Loyalty to Make
Honda
54.97%
Asian Market Loyalty to Make
Toyota
52.03%
African American Market Loyalty to Make
Honda
56.58%
Vehicle Segment Awards
Compact Car
Mini Cooper
28.88%
Mid/Full-Size Car
Toyota Prius
35.85%
Luxury Car
BMW 3 Series
32.28%
Sports Car
Ford Mustang
16.30%
Luxury Sports Car
Porsche 911
24.97%
Minivan
Chrysler Town & Country
31.70%
Mid/Full-Size Pickup
Ford F-Series
35.81%
Compact SUV
Subaru Forester
35.44%
Mid/Full-Size SUV
Lexus RX
37.29%
Luxury SUV
Land Rover Range Rover
30.42%

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