Ford Vehicles Dominate Experian Automotive’s Top 10 for Brand Loyalty
08/01/2012 (press release: CambridgePRGroup) // Watertown, Mass. // Watertown Ford
While marketing campaigns and salespeople can help attract new buyers to an auto brand, return customers are probably more likely to base their decision on whether their past vehicle lived up to expectations. Based on a recent report by industry research firm Experian Automotive, Ford’s lineup accounted for seven out of the top 10 vehicles in terms of percentage of return buyers during the first quarter of 2012, numbers that reveal the automaker is successfully maintaining the allegiance of its owners.
Leading all models was the Ford Fusion, which saw more than six out of 10 of its owners return for another vehicle from the brand in the first quarter. Closing following Ford’s midsize sedan were the Focus, Flex, Edge, Taurus and Escape, which together accounted for 6 of the top 7 models on the list. Overall, the Ford Motor Company had an impressive 47 percent of previous buyers remain faithful to its offerings when searching for a new ride.
“The new research from Experian is based on actual vehicle registrations, so it is hard proof that Ford vehicles are delivering in customers’ minds after they leave the lot,” said Peter King, general manager of Watertown Ford, a Greater Boston Ford dealership. “That over 60 percent of Fusion owners stick with Ford is remarkable, but it’s also telling that a wide variety of vehicles ranging from the Flex to the Focus are contributing to Ford’s noteworthy brand loyalty.”
Experian’s first-quarter research also found that the Ford Focus was the industry’s fastest-growing vehicle in new registrations, increasing by more than 29,000 units. Through the first half of 2012, Ford reported sales of 131,423 Focus models in the United States, a 34-percent increase compared to the same period in 2011.
Ford is hoping to rev up its Focus sales even further when a new performance trim of the compact arrives at dealerships this September. Dubbed the 2013 Ford Focus ST, the aggressively designed hatchback houses a turbocharged direction-injection 2.0-liter EcoBoost engine that produces 252 horsepower and 270 pound-feet of torque. By mating that healthy output to a six-speed manual transmission, the Focus ST achieves swift acceleration while boosting its handling and stability with a unique sport suspension and an integrated rear spoiler.
On July 21, a select group of New England Ford fans got the opportunity to take the automaker’s new hot hatch for an advance ride at the Ford Focus ST Performance Academy event in Foxborough, Mass. The Performance Academy’s local tour stop at Gillette Stadium offered pre-registered guests a chance to speed the Focus ST through a training course after they received professional instruction.
“There are a lot of driving enthusiasts in Massachusetts that are very excited for the Focus ST, so space filled up very quickly for the Performance Academy event,” King noted. “It was an awesome opportunity that most automakers wouldn’t even think to provide for their new models, and I’m sure that many fans left with their thoughts racing ahead to the Focus ST’s launch in September.”
About Watertown Ford:
Watertown Ford is where Greater Boston Ford lovers head for the best deals on new and used Fords. No other Massachusetts Ford dealer has the same dedication to the customer, and that dedication has earned Watertown Ford the loyalty of Ford owners all over the state. Their new and used Ford inventory can be viewed online at www.watertownford.com, and interested customers can visit their showroom at 625 Pleasant St. in Watertown, Massachusetts. They can also be found on Facebook at www.facebook.com/MyWatertownFord and reached by phone at 800-584-6486.
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