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Measure Vehicle Loyalty, Conquest and Defection

Build, measure and improve vehicle owner loyalty.

Which models and makes are pulling away your customers? Whom should you target with your conquest campaigns?

Although the US light-vehicle sales market ranks as one of the world’s largest, flattening sales growth – combined with 70 new vehicle launches planned for this year – has amplified the competition for customers. Within this environment, holding onto your loyal customers and winning new buyers is more important than ever. To help you address this challenge, IHS Markit offers a web-based loyalty analytics tool that tracks all vehicle purchases per household during the past ten years. Going beyond traditional survey methods or partial data samples, this transaction-based tool allows you to quickly assess owner loyalty and defection regarding all new vehicle purchases by geography, vehicle traits, financing and demographics over time, so you can agilely respond to the market and preserve long-term growth.

Automotive dealers, financial institutions, product/marketing managers and OEM corporate/field staff use the tool for:

  • Market research: Understand which customers are returning to market, repurchasing or defecting
  • Field alignment: Implement dealer loyalty incentive programs, defection roadblocks and conquest strategies
  • Sales planning: Determine realistic sales targets and track dealer performance
  • Product planning: Promote winning vehicle models, characteristics and market segments
  • Competitive analysis: Benchmark competitors and understand defection risk and reasons
  • Marketing: Craft tailored messaging for loyalty and conquest audiences

Learn how loyalty insights can be transformed into actionable audiences

What’s Included

Data

IHS Loyalty Analytics Tool data can be accessed 30 days earlier than what is available via custom reports:

  • Current year and five-year transaction history
  • Vehicle characteristics
    • Make
    • Model
    • Manufacturer
    • Segment
    • Details (body style, drive type, fuel type, cylinders, doors)
  • Repurchase timing
  • Geography
    • National
    • State
    • Zip code
    • OEM custom
    • DMA
    • Region
    • Area
    • Metro
    • PAI
  • Demographics
    • Ethnicity
    • Gender
    • Income
    • Age
  • Financial attributes
    • Lease/purchase
    • Captive/non captive
    • Financial institution
  • Time periods
    • Years (calendar, model)
    • Quarters
    • Months
    • Rolling (3, 6, 12 months)
    • Year-to-date
Analysis
  • Compare your own brands or your brands against those of your competitors to understand retention performance, opportunities, and threats
  • Quantify loyalty behavior – both in absolute numbers and percentages – by dealer, lender, regional, vehicle and demographic characteristics
  • Track loyalty, conquest and defection at the dealership level
  • Compare repurchase behaviors: leases vs. purchases, captive vs. non-captive, and lending institutional loyalty
  • Evaluate the impact of make, model and vehicle characteristics – such as fuel, body style, drive and number of cylinders – on purchase decisions
  • Analyze new-to-new and used-to-new buyer behavior
  • Calculate conquest-to-defection ratios
  • Determine return-to-market counts
  • Measure purchase cycles by examining how long owners take between vehicle purchases

Click to enlarge image

Click to enlarge image

Segmentation

Compare vehicles by:

  • Type (car/truck)
  • Custom or standard segment
  • Manufacturer
  • Make/model
  • Vehicle details (body style, number of doors, number of cylinders, drive type, fuel type)
Dashboards

In Flow Out Flow Dashboard

  • Quickly understand how a model conquests, retains and loses owners to internal and external competitors
  • Differentiate between loyalists, model switchers, conquests and defections

Model Scorecard Dashboard

  • View standardized metrics for either makes or models
  • Understand make or model loyalty, conquest, defection, and C/D ratio trends
  • Drill down from US levels to DMA levels

Source of Sales Dashboard

  • Decompose the total registration volume for any make or model
  • Understand sales from new and used, loyalists and conquests
  • Filter Make and Model SoS by time (two years by month) and geography (US, State and DMA)

Click to enlarge image

User-friendly Functionality
  • Enjoy the simple point-and-click, drag-and-drop format
  • Choose from either household and/or disposal methodologies (the latter assumes one vehicle is disposed for every new vehicle acquired)
  • Leverage custom segmentation for competitive vehicle groupings
  • Customize target geography
  • Use dashboards for at-a-glance data visualization of what’s happening
  • Quickly download and export results
  • Save queries for future use

IHS Automotive Loyalty Awards

Industry Success Stories

Events


Follow the IHS Automotive Blog

Jun 23

IQS 2017 results show improvement industry-wide and at 27 brands

J.D. Power's annual Initial Quality Study (IQS) shows a decline in problems per 100 (PP100) from 105 in 2016 to only 97 in 2017. Kia took top spot for a second year running, followed by the Genesis brand. IHS Markit perspective Significance: The 2017 J.D. Power Initial Quality Study (IQS) shows a decline in problems per 100 (PP100..more

Jun 22

Overseas production by Japanese automakers to grow 1.3% y/y in 2017

Japanese automakers have steadily expanded their production overseas over the past couple of years and recorded their fifth consecutive year of growth in 2016. IHS Markit perspective Significance: Overseas light-vehicle production of Japanese OEMs marked an increase of 4.8% year on year (y/y) during 2016 to 18.67 million units ..more

Jun 21

Toyota reveals all-new Camry, sales to begin mid-2017

Toyota has provided details of the all-new Camry at a recent US media event. The new Camry has greater differentiation between grade levels and the model remains one of the few mid-size sedans in the US to offer a V6 option. IHS Markit perspective Significance: The Toyota Camry has been the best-selling passenger car in the US in 19 of the p..more

Resources

When Loyalty Isn’t Enough: Industry Leaders Shift to Conquest Marketing
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