Although the auto industry has many ways to measure the overall performance of a car brand—total units sold, year-over-year growth and so on—one metric in particular speaks volumes for how well a brand listens to and evolves with its target market over time: owner loyalty.
On that note, we’re pleased to report that the Chrysler Town & Country has won its 13th straight Polk Automotive Loyalty Award, presented by IHS Automotive*. With this award, Town & Country extends its own record of consecutive wins in the non-luxury midsize van category. Making the record win even sweeter is the fact that this year four other Chrysler Group vehicles—the Jeep® Grand Cherokee, the Jeep® Wrangler, the Dodge Challenger and the FIAT® 500—join the Chrysler Town & Country in the winner’s circle.
“Chrysler Group’s emphasis on owner loyalty across their lineup is an indicator that the organization is truly working with consumers to bring them back,” said Jeffrey Anderson, director of loyalty and source of sales solutions at Southfield, Michigan-based IHS Automotive. “To see five awards across multiple segments is impressive and Town & Country’s run is unprecedented.”
The Polk Automotive Loyalty Awards recognize manufacturers for superior owner-loyalty performance, which is determined when a household that owns a particular vehicle returns to market to purchase or lease another new vehicle of the same model or make. The 2013 awards are based on an analysis of more than 7.4 million vehicle owners who bought new vehicles again during the 2013 model year.
“Winning five Polk Automotive Loyalty Awards is proof-positive of Chrysler Group’s drive to build the best vehicles on the market,” said Reid Bigland, Head of U.S. Sales, Chrysler Group LLC. “Customers will only come back if they trust their vehicles to deliver flawless quality and reliability, and these awards speak volumes about Chrysler Group’s extensive vehicle lineup.”
*According to IHS Automotive’s Polk U.S. owner loyalty analysis, Chrysler Town & Country had the greatest percentage of owners who purchased or leased another Chrysler Town & Country vehicle in the 2001 – 2013 model years.