Study: Ford, Honda boast highest customer retention
Ford's 2013 Taurus includes more high-tech features and better fuel economy. Credit: Handout
J.D. Power and Associates conducts studies into customer and sales satisfaction to provide insight into the reliability and service levels of various automakers. The table below measures customer retention rates among the major automakers. Key factors in determining retention rates include long-term durability, resale value and overall vehicle quality.
The Customer Retention Study measures repeat vehicle purchases within a brand. For example, 62 percent of Ford and Honda owners in the study purchased another model within the brand for their next new vehicle. The average retention rating in 2008 was 48 percent.
| Manufacturer | Customer Retention Rating |
| Ford | 62% |
| Honda | 62% |
| Hyundai | 60% |
| Lexus | 60% |
| Toyota | 60% |
| Mercedes-Benz | 59% |
| Kia | 58% |
| Subaru | 57% |
| Nissan | 54% |
| BMW | 53% |
| Chevrolet | 52% |
| Industry Average | 48% |
| Audi | 46% |
| Lincoln | 45% |
| Ram | 45% |
| Cadillac | 44% |
| Acura | 43% |
| GMC | 43% |
| Land Rover | 41% |
| Volkswagen | 41% |
| Porsche | 39% |
| Mazda | 37% |
| Infiniti | 35% |
| Mini | 35% |
| Jeep | 34% |
| Volvo | 32% |
| Suzuki | 31% |
| Mercury | 28% |
| Buick | 27% |
| Mitsubishi | 27% |
| Scion | 25% |
| Chrysler | 24% |
| Dodge | 22% |
| Jaguar | 16% |
| Saab | 4% |
| The study is based on responses from 123,601 new-vehicle buyers and lessees, of which 81,350 replaced a vehicle that was originally purchased new. | |
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