Honda Reports

By  Marty Padgett, Executive Editor ,December 10th, 2008

2009 Honda Pilot

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Nobody does it better--not better than James Bond, but Honda.

That's the word from J.D. Power as reported by TheCarConnection.com. TCC says Power's latest survey finds Honda attract more repeat buyers than any other brand.

In its annual Customer Retention Study, Power reports Honda tapped 64.7 percent of its former buyers to come back and buy another car. That's measurably better than Toyota, which came in second at 63.2 percent, and even luxury titan Lexus, which checked in at third at 60.4 percent.

“Honda has historically been a strong performer in terms of customer retention, but 2008 marks the first time since the inception of the study that the brand has achieved the highest retention rate in the industry,” said Debbie Ortuño, manager of product research and analysis at J.D. Power and Associates.

In all, 48 percent percent of buyers return to the brand they purchased last, and in the 2008 Power study retention actually went up. Land Rover scored the largest increase in returning customers, up 18 percent.

Power says gas mileage and safety have become much bigger concerns for buyers when shopping for a new vehicle--and Power says with overall car sales spiraling downward, safety and fuel economy (Honda hallmarks, from the 2009 Honda Fit to the 2009 Honda Pilot) will only become more important.
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