Ford, Honda lead latest J.D. Power owner loyalty survey — Autoblog

Ford (F) and Honda (HMC) owners, more than those of any others, are opting to get another vehicle of the same brand.

Both brands topped J.D. Power's latest Customer Retention Study, which was based on 123,601 responses from new-car buyers. In 81,350 of those cases, the car being replaced had also been purchased new by that owner.

Sixty-two percent of Ford and Honda owners remained with those brands, while Kia (KIMTF.PK) was the most improved overall in retention. According to the survey, this year 58 percent purchased another Kia but last year, just 37 percent were repeat buyers of the brand. Mercedes-Benz (DAI) fell by five points, to 59 percent.

The Ford F-Series pickup, Ford Edge crossover, and Ford Fusion sedan drive strong customer retention for Ford, says Power, while the Accord, CR-V, and Pilot are among the strongest Honda models with strong retention.

Ford owners are even more likely than Honda owners to perceive their vehicle as fun to drive or as having good styling, which J.D. Power says has become increasingly important.