Honda Is Tops in Customer Retention

On December 10, 2010, J.D. Power & Associates released its annual Customer Retention Study. Honda tied for first place with Ford, retaining 62% of their buyers in 2010, thereby displacing Mercedes-Benz from the top spot. Accord, CR-V, and Pilot drove Honda’s retention numbers. Following Honda and Ford were Hyundai, Lexus, and Toyota with 60% of their customer base returning. Kia showed the largest gain in the survey with a 58% retention rate, up from 37% in 2009.