Brand loyalty among U.S. car buyers rose to 51.5% in the first quarter of 2013, up two points compared with the first quarter of 2012. Cadillac from General Motors Corp. (NYSE: GM), Porsche and Mazda posted the largest gains, and Ford Motor Co. (NYSE: F) continues to lead the industry with a 65.1% loyalty rating.
The data comes from auto industry research firm R.L. Polk & Co. and counts brands with at least 1,000 new car buyers returning to the market.
Porsche led all makers, with a loyalty score increase of 9.5% to 42.1%. Cadillac was second, with a boost of 8.3% to post a score of 47.4%. Mazda increased its loyalty score by 7.8% to 37%. In all, 13 auto brands posted a larger jump in loyalty scores than the 51.5% average.
A Polk executive noted:
In each case, strong-selling models fuel the loyalty to…
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