Toyota Regains #1 Spot for Brand Loyalty on Kelley Blue Book Site; Lexus Top Luxe Brand

Kelley Blue Book reports that Toyota was #1 in brand lo­­yalty on its kbb.com website for
the 4^th quarter of 2011, bumping Hyundai, and Lexus was #1 among luxury brands.  Toyota last held the top spot in the 3^rd quarter of 2010.

Toyota’s brand shopping loyalty for the quarter was at 50.6 percent, a 2.7 percentage
point jump from the previous quarter.  Hyundai was second at 50.2 percent, Ford was third at 47.1 percent, Kia was fourth at 46.5 percent and Honda rounded out the top five at 46.4 percent.  Lexus was eighth on the overall list but first among luxury brands, followed by Audi at ninth and Mercedes Benz
at eleventh.

“Hyundai was #1 in loyalty the past two quarters thanks to its strong designs, attractive
value and the struggles of the Japanese brands with safety perception and supply issues,” said Akshay Anand, market intelligence Web analyst for kbb.com.  “However, Toyota has done a laudable job overcoming these issues, introducing programs such as ‘Toyota Care,’ while getting its supply back
online.  The redesign of its flagship, the 2012 Toyota Camry, also helped drive interest to the brand and retain owners.”

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