Toyota Reclaims Top Spot in Auto-Brand Loyalty

WATERTOWN, MASS. (01/26/2012)(readMedia)-- The loyalty of customers to Toyota dealerships was impacted by earthquake-related supply issues during much of 2011, but improved significantly by the end of the year, according to Kelley Blue Book's kbb.com. The automotive-research source's Market Intelligence wing recently announced that Toyota was the auto brand with the most loyal customers in the fourth quarter of 2011, reclaiming the top spot for the first time since the third quarter of 2010.

To determine the brand loyalty of an automaker's customers, kbb.com examines the behavior of consumers currently shopping for a new vehicle. Those shopping for the same brand vehicle as the one they already own are determined to be brand loyal. Data is collected from trade-in, private-party and new-car pages on kbb.com.

"We suspected that loyalty would improve after Toyota got production back up to full steam, because customers would no longer be forced to settle for something else due to limited inventory," said Adam Skolnick, general manager of Greater Boston Toyota dealer Toyota of Watertown. "Kelley Blue Book's numbers show us that Toyota's brand loyalty increased when Q4 started. That's right after Toyota announced it had ramped production back up to 100 percent."

Toyota's brand loyalty jumped 2.7 percent from Q3 to Q4 of 2011, with 50.6 percent of Toyota owners in the market for a new vehicle in the fourth quarter looking to stay within the brand. That was enough to bump previous top dog, Hyundai, into the number two slot, while Ford, Kia and Honda rounded out the rest of kbb.com's top five.

Part of Toyota's recent spike in customer loyalty can be attributed to the debut of the redesigned Toyota Camry, the brand's flagship vehicle. When the 2012 Camry went on sale last October, it boasted a 5-percent increase in horsepower, a combined city/highway fuel economy improvement of two miles per gallon and a lower MSRP. Those features were enough to help the Camry retain its title of best-selling car in America for the 10th year in a row.

In addition to replenishing its supply and making marked improvements to its flagship vehicle, Toyota also introduced its Toyota Care program last year. For two years or 25,000 miles after the purchase of a new Toyota, Toyota Care delivers owners the benefit of complimentary 24-hour roadside assistance and scheduled factory maintenance. Acting as a kind of extended warranty, Toyota Care has drawn even more attention to the brand and the service benefits that only Toyota drivers are eligible to receive.

"While some automakers can claim that their vehicles are the safest or most reliable, nothing gives you peace of mind like Toyota Care," added Skolnick. "Even if you're driving the 2012 Camry, which is an Insurance Institute for Highway Safety Top Safety Pick, it's good to know that Toyota Care will have your back if the unexpected ever happens."

About Toyota of Watertown:

Family-owned since 1957, Toyota of Watertown is the premier Greater Boston Toyota dealer. A multiple-time winner of Toyota's coveted President's Award, they are renowned for their selection and low prices, as well as customer service that is second to none. They strive to make the buyer's automotive experience a positive one for the life of the vehicle. For more information, visit them online at www.toyotaofwatertown.com, like them on Facebook at www.facebook.com/ToyotaOfWatertown, call them at 617-926-5200 or visit their showroom at 149 Arsenal Street in Watertown, Massachusetts.