U.S. Brands Get More Loyal Customers

The midyear report from R.L. Polk & Company, the longest standing curator of automobile
records in the United States, finds that vehicle brands from North America’s Big Three
automakers are more likely to have loyal returning buyers than import brands. The study
found that 68.7 percent of General Motors product owners who shopped for new vehicles from
October 2002 to March 2003 returned to a GM dealer. Ford had a return rate of 57.6 percent,
while American brands as a group garnered 10 of 12 model categories ranked by Polk. For
report details, go to www.polk.com.


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