Key to the survival of any business are repeat customers, and automobiles are no different. The data miners at R.L. Polk & Company have announced the winners of their 2009 Automotive Loyalty Award after wading into facts and figures tracking customer loyalty to automotive nameplates. This is the 14th year Polk has presented the awards, and three new categories noting loyalty among specific ethnic groups were added this year.
Overall Loyalty to Manufacturer went to Toyota, unseating General Motors from its nine-year run. Toyota cleaned up two more categories - Mid/Full-Size Car for the Toyota Prius and Mid/Full-Size SUV for the Lexus RX - and also secured one of the new ethnic category awards, taking home the honors for Asian-American brand loyalty.