Rentention rates … the number of people who would come back and buy the same brand the next time they’re in the market for a new car … are important for car makers. For Toyota in the United States the results of a recent survey of retention rates have been very good news considering the problems they’ve been having with sticking accelerator pedals and rusty frames.
Toyota managed a very credible third place on the J D Power 2009 Customer Retention study with 61% of Toyota owners reporting that they would buy again. Re-sale value and quality were cited as being important considerations when it come to buying another car from the same maker.
Mercedes with 67% and Honda with 64% filled the top two places.