Imagine a professional baseball team that won its division every year for more than a decade. Imagine a starting quarterback who took home every MVP trophy handed out since 2002. Imagine a hit television series that earned an audience-choice award for an even dozen years running. In each of these examples, the case is made for true excellence, a dedication to quality and a laser focus on high performance.
Now, imagine a minivan that for a record 12 straight years has bested its competitors when it comes to retaining vehicle owners returning to the market to lease or purchase a new vehicle. Put in perspective, it becomes clear that by winning the Polk Automotive Loyalty Award this year—and every year since 2002—the Chrysler Town & Country has achieved something extraordinary.
”No other model has had a run of success like the Town & Country,” said Brad Smith, director of Polk’s Loyalty Management Practice. “With 12 consecutive years of best-in-class owner loyalty, Chrysler has had to adapt to evolving customer expectations and increased competition yet through it all has continually developed a Town & Country that delights customers and drives high rates of repurchase loyalty.”
The Polk Automotive Loyalty Award recognizes manufacturers for superior owner loyalty performance, which is determined when a household that owns a new vehicle returns to market and purchases or leases another new vehicle of the same model or make. The 2012 awards are based on an analysis of more than 5.9 million new vehicle owners who bought new vehicles again during the 2012 model year. For 2012, 31.2 percent of all returning Town & Country minivan owners bought another Town & Country, according to Polk analysis.
“This award mirrors the true Town & Country owner experiences told by the owners themselves on testofownership.com,” said Saad Chehab, President and CEO – Chrysler Brand, Chrysler Group LLC. “The customers voted, and this Polk Loyalty Award fuels us at the Chrysler Brand to keep the pace and hold this badge of honor with great care and responsibility. It’s a record milestone in Loyalty proving the great value Town & Country continues to deliver.
“The unmatched customer care of five-year Road Assistance, the exclusive versatility of its fold-flat Super Stow ‘n Go® rear seats, the added peace of mind safety systems such as blind spot monitoring, backup camera and Park Assist®, plus the segment’s only Blu-ray™ rear seat entertainment system, are just a few parts of what makes the new Town & Country the leader of the minivan pack for a record twelve years in a row.”
Never a brand to rest on its laurels, Chrysler will continue to strive for awards like this one, not necessarily for the awards themselves (as much as we appreciate them), but for what they represent—the kind of quality craftsmanship and attention to detail that our customers deserve.
Let us know—have you contributed to one of our 12 Polk awards by purchasing two or more Town & Country minivans in a row? Please list the two model years in the comments section below.