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AutomotiveAutomotive Market Statistics, VIO & VIN

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.
Drive customer loyalty in a few, easy steps
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Automotive Loyalty Awards from IHS Markit

2021 Automotive Loyalty Award Winners

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

VIEW WINNERS

2020 Automotive Loyalty Award Winners

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

VIEW 2020 WINNERS

2019 Automotive Loyalty Award Winners

Each year, IHS Markit recognizes those manufacturers who demonstrate superior performance in customer retention. 2020 winners will be revealed in March 2021.

View 2019 Winners

2018 Automotive Loyalty Award Winners

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

Learn more

2017 Automotive Loyalty Award Winners

Recognizing automakers for earning customer loyalty

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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

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?

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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Resources

Loyalty Infographic

Loyalty Analytics Tool

Customer Impact Experience brochure

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