Mercedes, Honda, Toyota Top Customer Retention Study

Mercedes-Benz ranked the highest on J.D. Power and Associates 2009 Customer Retention Study with 67% customer retention, followed by Honda (64%) in second place and Toyota (61%) in third.

The retention study measures the percentage of vehicle owners and lessees who buy a new vehicle from the same brand as their old car. Retention is critical for automakers establishing brand loyalty and carving out a permanent foothold in the market.

Retention factors include resale value, which has increased by 12% from 2008 to 2009 as a reason owners stick with a brand. Vehicle quality increased as a reason by 6% while fuel economy, safety and incentives all fell in order of importance from last year’s study.

Some interesting notes on the rankings, which can be viewed after the jump: Nissan ranks fairly high at 55% retention, while its luxury brand Infiniti is near the bottom at 25%.

Of GM’s remaining brands, only Chevrolet ranked above the industry average of 48%, but GMC had better brand retention than Hummer, Pontiac, Saab or Saturn — all of which the automaker cut loose.

Check out the full list below.

By Stephen Markley | December 11, 2009 | Comments (1)


Mercedes-benz were ranked at the top of selling cars due to their beatiful designs. In addition to their advanced technology in the car to ensure the most confort and security for the passengers. I am really in love with this car model and I alway find out more about mercedes-benz and auto market on the web ( ) or from TV programs ( "Pimp my ride" ) or from magazines ( my favourites are "Cars" and "Performance" ).

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