DETROIT, Jan. 16, 2013 /PRNewswire/ -- Honda has received three 2012 Polk Automotive Loyalty Awards honoring the brand in key high-growth segments. For the third time and second straight year, the Honda brand led the industry in "Hispanic Market Loyalty to Make." Best-selling in their segments for 2012, Civic and CR-V captured awards for owner loyalty in the highly-competitive "Compact Car" and "Compact SUV" categories.
"Honda has never taken owner loyalty lightly, and it's been an honor to see so many owners return for a new Honda during the last year," said Tom Peyton, assistant vice president of Advertising and Marketing at American Honda Motor Co., Inc. "Winning three awards from Polk in these hard-fought segments validates Honda's commitment to high vehicle quality and long-term customer satisfaction."
The Polk Automotive Loyalty Awards are based on actual model year purchase/lease activity and recognize manufacturers for superior performance in owner retention – a critical aspect of building and maintaining market share.
"Honda's wins this year are a great example of their commitment to owner loyalty," said Brad Smith, director of Polk's Loyalty Management Practice. "Retaining customers in a competitive marketplace is extremely challenging and Honda's product offerings, combined with their customer engagement strategies have resulted in high rates of repurchase loyalty."
Owners had such a positive overall experience that they came back to buy another vehicle of the same model, make, or manufacturer. Awards are based on actual consumer transactions, with more than 5.9 million household records from the 2012 model year being analyzed to determine the winners based on information obtained from state vehicle registrations and lease transaction information.
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SOURCE American Honda Motor Co., Inc.