The automotive price and research outfit, Kelly Blue Book (KBB), defines brand loyalty as “owners of the brand who are currently shopping the same brand for their next vehicle.” For years, Toyota and Honda held the most brand loyalty in the United States, but for the second quarter of 2011, that has changed. For the first time, Hyundai has defeated both the big names from Japan with a loyalty percentage of 52.3 percent.
“Taking the top spot in brand loyalty on kbb.com proves that Hyundai drivers truly appreciate the overall ownership experience and love their cars,” said John Krafcik, president and CEO of Hyundai Motor America. KBB uses consumer data gathered from its website, kbb.com, to determine brand loyalty. Trade-in, private party and new car pages are reviewed by the Market Intelligence team at kbb.com and only when a consumer is in the “shopping phase”.
