FoMoCo #5 in customer rentention

[human5]

Seems as FoMoCo is having a 54.4% return of customers. Which is pretty decent but a long shot behind Toyota (lexus and scion included) which is first at 68.9%. GM is second at 64.7%. Either way here's a link...

http://autos.aol.com/article/general/v2/_a/toyota-1-in-customer-loyalty/20080101134509990001

 

[JoshT]

Sounds good to me. The loyal ford customers don't have to replace there vehicles as often as the loyal Toyota and GM customers do. IMO the only reason to replace a vehicle is if something is wrong with it or it no longer meets the needs, so if fewer loyal ford customers are buying then that means there product is good enough that replacements aren't needed. BTW look at the flip side of this, if 54.4% are returning where did the other 45.6% of new customers come from, and what were they trying to get away from?

 

[85_Ranger4x4]

BTW look at the flip side of this, if 54.4% are returning where did the other 45.6% of new customers come from, and what were they trying to get away from?

It think it is that of all the people that buy a new Ford, 54.4% will end up buying another one. The other 45.6% are people jumping ship.

 

[human5]

Also another thing to look at is that the survey dosn't include everyone. Although, it might include everyone, it's just all from the dealer's. But honestly, who knows how most of these surveys come about. I was surveyed once about cookies in a mall and that was it.

 

[aggoodin]

The only reason GM was that high is because of the sheer number of brands. Misleading.

 

[Jason]

It has nothing to do with replacement interval. If you haven't replaced a vehicle then you would not be applicable to the survey. Why do folks have a hard time believing that the person that bought a Windstar or worse, a Focus, would be turned off from Ford? FoMoCo is climbing and will continue to do so, but they slacked for many years during the 80's and 90's. That hurts retention and sends the consumer elsewhere. These numbers are backed by the fact that Toyota keeps climbing up the ladder in units sold, even without the benefit of Government contracts or a real fleet program.

 

[Jason]

The only reason GM was that high is because of the sheer number of brands. Misleading.

Not misleading, that may be how they retain customers. Offering more variety is a proven business model to retain customer base.

 

[aggoodin]

Not misleading, that may be how they retain customers. Offering more variety is a proven business model to retain customer base.

Yes the average consumer can be baffled with BS.

 

[Jason]

Ford does the same. Lincoln, Mercury and Ford all have sister models to most cars and trucks now. All the domestics do it well.

 

[aggoodin]

Ford has a few soldiers compared to the GM army of brands: Chevy, GMC, Buick, Pontiac, Hummer, Saab, Cadillac and Saturn.

 

[human5]

Ford has a few soldiers compared to the GM army of brands: Chevy, GMC, Buick, Pontiac, Hummer, Saab, Cadillac and Saturn.

If you wanna go that route, Ford has...
Ford, Mercury, Lincoln, Mazda, Volvo, Jagurar, Land Rover, Harley Davidson and I think 1 more, I could just check the ford website but I'm lazy. Not too sure about Volvo, Jag, and Land Rover. I know at 1 point they were subsidaries of Ford, don't know about now and to what extent.

I'm hoping Ford can move up though. We don't know exactly what the Survey included, New Coustomers making the other 45.6% or is that customers jumping ship?

 

[85_Ranger4x4]

If you wanna go that route, Ford has...
Ford, Mercury, Lincoln, Mazda, Volvo, Jagurar, Land Rover, Harley Davidson and I think 1 more, I could just check the ford website but I'm lazy. Not too sure about Volvo, Jag, and Land Rover. I know at 1 point they were subsidaries of Ford, don't know about now and to what extent.

Jag and Land Rover are owned by Ford, although they are for sale and I have heard they finally found someone that is interested in buying those two nameplates. Harley isn't owned by Ford, they just use their name for a package on fullsize trucks.