J.D. Power and Associates just released the results of its annual Customer Retention Study in California with Hyundai ranking highest among 33 automotive brands. Up by 4 percentage points from last year to score 64% in 2012, it beat brands like Ford and Honda that tied for second place with 60% and BMW and Kia, jointly third with 59%.
This achievement can largely be attributed to Hyundai’s growing product offerings as well as positively changing perceptions of the brand’s quality and market appeal, enforced by vehicles like the Elantra and Sonata.
For a brand’s best chance of being reconsidered for a next new-vehicle purchase, Raffi Festekjian, director of automotive product research at J.D. Power and Associates said, “Manufacturers need to integrate specific attributes and features that delight vehicle owners to maximize their opportunity to both retain customers and conquest from other brands. Manufacturers also need to ensure owners are satisfied with the quality, residual values and ownership costs of their vehicles.”