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?

Although the US light-vehicle sales market ranks as one of the world's largest, flattening sales growth – combined with 70 new vehicle launches planned for this year – has amplified the competition for customers. Within this environment, 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 dealers, financial institutions, product/marketing managers and OEM corporate/field staff use the tool for:

Market research: Understand which customers are returning to market, repurchasing or defecting
Field alignment: Implement dealer loyalty incentive programs, defection roadblocks and conquest strategies
Sales planning: Determine realistic sales targets and track dealer performance
Product planning: Promote winning vehicle models, characteristics and market segments
Competitive analysis: Benchmark competitors and understand defection risk and reasons
Marketing: Craft tailored messaging for loyalty and conquest audiences

Learn how loyalty insights can be transformed into actionable audiences

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

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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)

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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

You have questions, we have answers. Discover the types of questions the IHS Markit Loyalty Analytics Tool can answer for the various functions below.

Sales and marketing

Which competitive brand are owners more likely to stay loyal to or defect to?
Which brands do former customers choose once they leave?
Which vehicle models are trending down in loyalty and may need additional marketing support?

Field operations

Which regions have higher loyalty rates than others?
What is the loyalty performance for the dealers in my network?
Which dealers in my network need additional coaching and training support to improve their conquest/defection ratios?

Product strategy and management

Which vehicle segments have higher loyalty than others?
Which models win more customers than they lose to competing models?
Which demographic segments, such as age and ethnicity, have a higher loyalty for a specific brand or model?

Aftersales

Are customers who service their vehicles at my dealerships more likely to purchase a new vehicle at the same dealership?
Do factors such as the number of service visits or cost of service influence loyalty for my dealership?

Finance

Which types of customers are more likely to lease or buy?
Which brands have higher loyalty rates for lease or purchase?
Does the OEM captive finance company provide the OEM with a lift in loyalty?

Automotive Loyalty Awards from IHS Markit

Each year, IHS Markit recognizes those manufacturers who demonstrate superior performance in customer retention.

Learn more

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Experts.

Tom Libby

Manager – Loyalty Solutions and Industry Analysis, Automotive, IHS Markit

Industry Success Stories

Price Toyota acquires and retains customers through targeted direct marketing

As part of an established dealer group in Maryland and Delaware, this market leader has successfully built customer loyalty –achieving 743% return on investment from targeted mailings, selling 135 additional vehicles through one 4-month campaign and verifying that 65% of vehicles sold were to existing customers.

SEE CASE STUDY