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Measure Vehicle Loyalty, Conquest and Defection

Build, measure and improve vehicle owner loyalty.

Which models and makes are pulling away your customers? Whom should you target with your conquest campaigns?

Holding onto your loyal customers and winning new buyers is more important than ever. To help you address this challenge, IHS Markit offers a web-based loyalty analytics tool that tracks all vehicle purchases per household during the past ten years. Going beyond traditional survey methods or partial data samples, this transaction-based tool allows you to quickly assess owner loyalty and defection regarding all new vehicle purchases by geography, vehicle traits, financing and demographics over time, so you can agilely respond to the market and preserve long-term growth.

Automotive Loyalty Awards from IHS Markit

What's Included

Data

IHS Markit Loyalty Analytics Tool data can be accessed 30 days earlier than what is available via custom reports:

  • Current year and five-year transaction history
  • Vehicle characteristics
    • Make
    • Model
    • Manufacturer
    • Segment
    • Details (body style, drive type, fuel type, cylinders, doors)
  • Repurchase timing
  • Geography
    • National
    • State
    • Zip code
    • OEM custom
    • DMA
    • Region
    • Area
    • Metro
    • PAI
  • Demographics
    • Ethnicity
    • Gender
    • Income
    • Age
  • Financial attributes
    • Lease/purchase
    • Captive/non captive
    • Financial institution
  • Time periods
    • Years (calendar, model)
    • Quarters
    • Months
    • Rolling (3, 6, 12 months)
    • Year-to-date
Analysis
  • Compare your own brands or your brands against those of your competitors to understand retention performance, opportunities, and threats
  • Quantify loyalty behavior – both in absolute numbers and percentages – by dealer, lender, regional, vehicle and demographic characteristics
  • Track loyalty, conquest and defection at the dealership level
  • Compare repurchase behaviors: leases vs. purchases, captive vs. non-captive, and lending institutional loyalty
  • Evaluate the impact of make, model and vehicle characteristics – such as fuel, body style, drive and number of cylinders – on purchase decisions
  • Analyze new-to-new and used-to-new buyer behavior
  • Calculate conquest-to-defection ratios
  • Determine return-to-market counts
  • Measure purchase cycles by examining how long owners take between vehicle purchases
Segmentation

Compare vehicles by:

  • Type (car/truck)
  • Custom or standard segment
  • Manufacturer
  • Make/model
  • Vehicle details (body style, number of doors, number of cylinders, drive type, fuel type)
Dashboards

In Flow Out Flow Dashboard

  • Quickly understand how a model conquests, retains and loses owners to internal and external competitors
  • Differentiate between loyalists, model switchers, conquests and defections

Model Scorecard Dashboard

  • View standardized metrics for either makes or models
  • Understand make or model loyalty, conquest, defection, and C/D ratio trends
  • Drill down from US levels to DMA levels

Source of Sales Dashboard

  • Decompose the total registration volume for any make or model
  • Understand sales from new and used, loyalists and conquests
  • Filter Make and Model SoS by time (two years by month) and geography (US, State and DMA)
User-friendly Functionality
  • Enjoy the simple point-and-click, drag-and-drop format
  • Choose from either household and/or disposal methodologies (the latter assumes one vehicle is disposed for every new vehicle acquired)
  • Leverage custom segmentation for competitive vehicle groupings
  • Customize target geography
  • Use dashboards for at-a-glance data visualization of what's happening
  • Quickly download and export results
  • Save queries for future use

Experts

Tom Libby

In this role he provides data and analysis to several automotive clients, and he also gives data and commentary to the media. He has more than 25 years of experience in sales, marketing and industry analysis in the US new and used vehicle markets. Tom currently serves on the Board of Directors of the Society of Automotive Analysts and served as president of this organization in 2009. Previously an adjunct professor of market research at Pepperdine University, Tom holds a Bachelor of Arts in History from Amherst College, US, and an MBA in Marketing from Columbia University, US.

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Michael Yakima

Mr. Yakima serves as a Product Manager of both Loyalty and Service Solutions focused on the new and used vehicle industries. In this role he is responsible for the data, development and innovation of the loyalty products. He has more than 15 years of experience in sales, analysis, consulting and product development in the US new and used vehicle markets. Mr. Yakima holds a Bachelor of Arts in Social and Behavioral Science from The Ohio State University, US.

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Events

IHS Markit Webinar 26 July 2021

2030年に向けたポストCOVID-19時代の国内自動車産業 | Japan Automo (...)

2030年に向けたポストCOVID-19時代の国内自動車産業

IHS Markit Webinar 26 April 2021

ASEAN | Oceania Auto Market & Production Outlook

The ASEAN | Oceania Auto Market & Production Outlo (...)

IHS Markit Webinar 02 March 2021

North American Light Vehicle Production Outlo (...)

Following the shutdown of the auto industry due to (...)

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