Toyota Gets Most Repeat Buyers

J.D. Power and Associates’ 2004 Customer Retention Study reported that Toyota gets the most
repeat buyers, with 60.6 percent of Toyota owners returning to buy a second vehicle. Second
in the study is Toyota’s Lexus brand, with a 59.5 percent retention rate. Chevrolet keeps
58.9 percent of its customers. The survey was based on reports from more than 171,000
new-vehicle buyers. It examines reasons buyers leave brands — most often, for durability
reasons, expensive maintenance, and bad service experiences.

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