Once again, Prius buyers have shown themselves to be loyal buyers. Toyota beat out GM for the first time, winning the award for Overall Loyalty to Manufacturer, propelled by some of their more popular and loyal buyers. Toyota took first place in the Mid/Full-Size Car and Mid/Full- Size SUV categories for the Toyota Prius and Lexus RX, respectively.
Prius buyers (and other hybrid car owners) have been shown time and time again to be loyal customers, coming back and buying another Prius (or hybrid). But you have to wonder if that's because of the make, or because of the lack of choices.
If there was a car from Ford or GM that was priced similarly to the Prius, and got similar fuel efficiency numbers, would car buyers switch? Ford has said that many of those who are buying the Fusion Hybrid are trading in Toyota or Honda vehicles. That seems to show that at least part of the loyalty, so far, has been to the fuel efficient hybrid technology.
| Categories | Winners | Loyalty % |
| Overall Loyalty to Manufacturer | Toyota | 58.60% |
| Overall Loyalty to Make | Honda | 54.86% |
| Most Improved Loyalty to Make | Audi | + 4.9 percentage points |
| Hispanic Market Loyalty to Make | Honda | 54.97% |
| Asian Market Loyalty to Make | Toyota | 52.03% |
| African American Market Loyalty to Make | Honda | 56.58% |
| Vehicle Segment Awards | ||
| Compact Car | Mini Cooper | 28.88% |
| Mid/Full-Size Car | Toyota Prius | 35.85% |
| Luxury Car | BMW 3 Series | 32.28% |
| Sports Car | Ford Mustang | 16.30% |
| Luxury Sports Car | Porsche 911 | 24.97% |
| Minivan | Chrysler Town & Country | 31.70% |
| Mid/Full-Size Pickup | Ford F-Series | 35.81% |
| Compact SUV | Subaru Forester | 35.44% |
| Mid/Full-Size SUV | Lexus RX | 37.29% |
| Luxury SUV | Land Rover Range Rover | 30.42% |
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