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Polk Automotive Loyalty Awards

These IHS Automotive Loyalty Awards are presented annually to OEMs and brands that demonstrate a manufacturer's ability to retain owners over repeat buying cycles. Loyalty is determined when a household that owns a new vehicle returns to market and purchases or leases another new vehicle of the same make, model or manufacturer.

For the 2014 Model year, 33 winners were honored for automotive loyalty and conquest efforts at the Automotive News World Congress held in conjunction with the North American International Auto Show (NAIAS). IHS Automotive analyzes loyalty throughout the year and regularly works with its customers to effectively manage owner loyalty and conquest efforts through in-depth research and analysis of automotive shopping behaviors, related market influencers and conquest and retention strategies. This year's awards are based on an analysis of nearly 16.5 million new vehicle registrations during the 2014 model year, which ran from Oct. 1, 2013 through Sept. 30, 2014.

The following is a complete list of the IHS Automotive 2014 Loyalty Award Winners by category.

2014 Model Year Loyalty Award Winners

Manufacturer and Make Loyalty AwardsAward Winners
Overall Loyalty to ManufacturerFord Motor Company*
Overall Loyalty to MakeFord*
Most Improved Loyalty to MakeMaserati
African American Market Loyalty to MakeFord*
Asian Market Loyalty to MakeToyota*
Hispanic Market Loyalty to MakeToyota*
  
Conquest AwardsAward Winners
Highest Conquest Percent of RegistrationsMaserati
Most Improved Conquest Percent of RegistrationsLexus
  
Segment Model Loyalty AwardsAward Winners
Non-Luxury Compact SUVKia Soul
Non-Luxury Traditional Compact CarNissan Leaf
Non-Luxury Traditional Mid-Size CarHonda Accord*
Non-Luxury Full-Size Half-Ton PickupChevy Silverado
Non-Luxury Mid-Size CUVBuick Enclave
Non-Luxury Mid-Size SUVJeep Grand Cherokee*
Non-Luxury Traditional Sub-Compact CarMitsubishi Mirage
Luxury Traditional Compact CarLincoln MKZ
Luxury Mid-Size CUVLexus RX*
Non-Luxury Mid-Size VanChrysler Town & Country*
Luxury Traditional Mid-Size CarMercedes-Benz E-Class*
Non-Luxury Traditional Full-Size CarToyota Avalon*
Non-Luxury Mid-Size PickupToyota Tacoma*
Luxury Compact CUVMercedes-Benz GLK
Non-Luxury Sport Mid-Size CarDodge Challenger*
Non-Luxury Full-Size SUVChevrolet Suburban
Luxury Sport CarChevrolet Corvette
Non-Luxury Sports CarVolkswagen Eos
Luxury Full-Size SUVLand Rover Range Rover*
Luxury Traditional Full-Size CarMercedes-Benz S-Class
Luxury Traditional Sub-Compact CarLexus CT200h*
Non-Luxury Compact SUVJeep Wrangler*
Luxury Mid-Size SUVMercedes-Benz G-Class*
Luxury Prestige Full-Size CarBentley Continental
Luxury Exotic CarMaserati Gran Turismo


Award Notes: Vehicle segment winners are listed based on segment share of the market from highest to lowest. Repeat winners from 2013 are noted with an asterisk.


Ford Motor CompanyOverall Loyalty to Manufacturer 2014

Winner: Ford Motor Company*

Edouard Tavernier – Sr. Vice President, IHS Automotive presents the 2014 Model Year Polk Automotive Loyalty Award for the Overall Loyalty to Manufacturer category (Ford Motor Company) to Chantel Lenard, Director of US Marketing, Sales & Service, Ford Motor Company.

* Winner from previous model year award
(Photo by Glenn Triest.)

MaseratiMost Improved Loyalty to Make 2014

Winner: Maserati

Edouard Tavernier – Sr. Vice President, IHS Automotive presents the 2014 Model Year Polk Automotive Loyalty Award for the Most Improved Loyalty to Make category (Maserati) to Davide Kluzer, Chief Press Officer for Maserati.

(Photo by Glenn Triest.)

FordAfrican American Market Loyalty to Make 2014

Winner: Ford Motor Company*

Edouard Tavernier – Sr. Vice President, IHS Automotive presents the 2014 Model Year Polk Automotive Loyalty Award for the African American Market Loyalty to Make category (Ford Motor Company) to Chantel Lenard, Director of US Marketing, Sales & Service, Ford Motor Company and Gregory Edwards, Senior Vice President and Managing Director of Uniworld Group.

* Winner from previous model year award
(Photo by Glenn Triest.)

ToyotaAsian Market Loyalty to Make 2014

Winner: Toyota*

Edouard Tavernier – Sr. Vice President, IHS Automotive presents the 2014 Model Year Polk Automotive Loyalty Award for the 2014 Model Year Polk Automotive Loyalty Award for the Asian Market Loyalty to Make category (Toyota) to Bill Fay, Group Vice President and General Manager of Toyota Division for Toyota Motor Sales, USA.

* Winner from previous model year award
(Photo by Glenn Triest.)

LexusMost Improved Conquest Percent of Registrations 2014

Winner: Lexus*

Edouard Tavernier – Sr. Vice President, IHS Automotive presents the 2014 Model Year Polk Automotive Loyalty Award for the 2014 Model Year Polk Automotive Loyalty Award for the Most Improved Conquest Percent of Registrations category (Lexus) to Jeff Bracken, Group Vice President and General Manager of Lexus Division.

* Winner from previous model year award
(Photo by Glenn Triest.)

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