Ford_News
09-02-2012, 09:21 AM
Filed under: Car Buying (http://www.autoblog.com/category/carbuying/), Audi (http://www.autoblog.com/category/audi/), Chevrolet (http://www.autoblog.com/category/chevrolet/), Ford (http://www.autoblog.com/category/ford/), GM (http://www.autoblog.com/category/gm/), Honda (http://www.autoblog.com/category/honda/), Saab (http://www.autoblog.com/category/saab/), Volkswagen (http://www.autoblog.com/category/volkswagen/)
http://www.blogcdn.com/www.autoblog.com/media/2012/08/saabdefections.jpg (http://blog.polk.com/blog/blog-posts-by-bashar-cholagh/saab-story-v2)
When a brand goes belly-up, it's natural for analysts to wonder where that brand's consumers will turn. General Motors (http://www.autoblog.com/gm) has mothballed more car brands the last decade than most other automakers' have in their entire portfolios, so "Where did [insert brand here] buyers go?" has been a common question asked of The General. According to reports, it didn't do so well at retaining Oldsmobile owners (http://www.gminsidenews.com/forums/f14/will-gm-keep-pontiac-owners-fold-80-oldsmobile-drivers-went-non-gm-84461/) (who supposedly went to Hyundai (http://www.oldsmobileforums.com/forums/showthread.php?t=276)), or Hummer and Saturn (http://www.autoblog.com/2011/05/13/gm-failing-to-keep-hummer-pontiac-and-saturn-buyers-in-the-fold/) buyers, but did get some return love from Pontiac owners (http://www.autoblog.com/2011/10/28/gm-doing-fine-at-retaining-pontiac-owners/).
A consultant with Polk has turned the loyalty lens on Saab (http://www.autoblog.com/saab). The Polk Disposal Loyalty Methodology tracks owners selling vehicles within six months of buying a new one. In 2010 and 2011, Polk found that when Saab died, owners went right up the middle of the mainstream to Honda (http://www.autoblog.com/honda). It was close, though, with just 0.2 percent separating Honda from number two Volkswagen (http://www.autoblog.com/volkswagen). Audi (http://www.autoblog.com/audi) comes in third.
After that it's back to the masses with Toyota (http://www.autoblog.com/toyota), Chevrolet (http://www.autoblog.com/chevrolet) and Ford (http://www.autoblog.com/ford) trumping import luxury brands. And if you combine all of the General Motors brands that Saab owners have migrated to, GM more than doubles Honda with a 15.2-percent share, so all the love is not lost.What brands have Saab owners defected to? Polk investigates (http://www.autoblog.com/2012/09/02/what-brands-have-saab-owners-defected-to-polk-investigates/) originally appeared on Autoblog (http://www.autoblog.com) on Sun, 02 Sep 2012 10:01:00 EST. Please see our terms for use of feeds (http://www.mnfords.com/rss-term-of-use/).
Permalink (http://www.autoblog.com/2012/09/02/what-brands-have-saab-owners-defected-to-polk-investigates/) | Email this (http://www.autoblog.com/forward/20311181/) | Comments (http://www.autoblog.com/2012/09/02/what-brands-have-saab-owners-defected-to-polk-investigates/#comments)
More... (http://www.autoblog.com/2012/09/02/what-brands-have-saab-owners-defected-to-polk-investigates/)
http://www.blogcdn.com/www.autoblog.com/media/2012/08/saabdefections.jpg (http://blog.polk.com/blog/blog-posts-by-bashar-cholagh/saab-story-v2)
When a brand goes belly-up, it's natural for analysts to wonder where that brand's consumers will turn. General Motors (http://www.autoblog.com/gm) has mothballed more car brands the last decade than most other automakers' have in their entire portfolios, so "Where did [insert brand here] buyers go?" has been a common question asked of The General. According to reports, it didn't do so well at retaining Oldsmobile owners (http://www.gminsidenews.com/forums/f14/will-gm-keep-pontiac-owners-fold-80-oldsmobile-drivers-went-non-gm-84461/) (who supposedly went to Hyundai (http://www.oldsmobileforums.com/forums/showthread.php?t=276)), or Hummer and Saturn (http://www.autoblog.com/2011/05/13/gm-failing-to-keep-hummer-pontiac-and-saturn-buyers-in-the-fold/) buyers, but did get some return love from Pontiac owners (http://www.autoblog.com/2011/10/28/gm-doing-fine-at-retaining-pontiac-owners/).
A consultant with Polk has turned the loyalty lens on Saab (http://www.autoblog.com/saab). The Polk Disposal Loyalty Methodology tracks owners selling vehicles within six months of buying a new one. In 2010 and 2011, Polk found that when Saab died, owners went right up the middle of the mainstream to Honda (http://www.autoblog.com/honda). It was close, though, with just 0.2 percent separating Honda from number two Volkswagen (http://www.autoblog.com/volkswagen). Audi (http://www.autoblog.com/audi) comes in third.
After that it's back to the masses with Toyota (http://www.autoblog.com/toyota), Chevrolet (http://www.autoblog.com/chevrolet) and Ford (http://www.autoblog.com/ford) trumping import luxury brands. And if you combine all of the General Motors brands that Saab owners have migrated to, GM more than doubles Honda with a 15.2-percent share, so all the love is not lost.What brands have Saab owners defected to? Polk investigates (http://www.autoblog.com/2012/09/02/what-brands-have-saab-owners-defected-to-polk-investigates/) originally appeared on Autoblog (http://www.autoblog.com) on Sun, 02 Sep 2012 10:01:00 EST. Please see our terms for use of feeds (http://www.mnfords.com/rss-term-of-use/).
Permalink (http://www.autoblog.com/2012/09/02/what-brands-have-saab-owners-defected-to-polk-investigates/) | Email this (http://www.autoblog.com/forward/20311181/) | Comments (http://www.autoblog.com/2012/09/02/what-brands-have-saab-owners-defected-to-polk-investigates/#comments)
More... (http://www.autoblog.com/2012/09/02/what-brands-have-saab-owners-defected-to-polk-investigates/)