Ford Motor Company Wins ‘Overall Brand Loyalty’ Award From IHS

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For the second consecutive year, Ford Motor Company has received the “Overall Loyalty to Make” award from IHS Automotive, as well as “African American Market Loyalty To Make.” In fact, Ford Motor was the only brand to receive better than a 60 percent loyalty rate for the 2015 model year.

The Annual Automotive Loyalty Awards by IHS Automotive were held on Tuesday, January 12th at the Automotive News World Congress, during the 2016 Detroit North American International Auto Show (NAIAS). The ceremony also recognized two specific Ford Motor Company models – the Ford F-Series pickup and Mustang pony car – as segment winners in their respective categories: non-luxury full-size half-ton pickups, and non-luxury sport midsize cars.

According to IHS Automotive, 2015 saw record levels of brand and manufacturer loyalty, with 59 percent of the 8.2 million new-car customers returning to market re-purchasing from the same manufacturer between October 2014, and September 2015. That figure is up more than one percent from the same period a year prior, and is only expected to increase.

It’s important to note that “Overall Loyalty to Make” isn’t quite the top-most honor attainable; Ford Motor Company lost the “Overall Loyalty to Manufacturer” award to General Motors this year. Bear in mind: General Motors sells vehicles under a far greater number of different brands than Ford Motor.

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Written by Aaron Brzozowski

Aaron Brzozowski is a writer and motoring enthusiast from Detroit with an affinity for '80s German steel. He is not active on the Twitter these days, but you may send him a courier pigeon.

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