Volkswagen Wins 2012 Polk Automotive Loyalty Award
Volkswagen of America, Inc. was presented with the 2012 Polk Automotive Loyalty Award for Most Improved Loyalty to Make at last night’s Automotive News World Congress in Detroit, Michigan.
Polk, the worldwide leader in automotive intelligence and solutions, analyzed more than 5.9 million new vehicle owners who bought new vehicles during the 2012 model year to determine the winners.
“Generally speaking, brand growth strategies are focused on conquesting new customers while retaining existing customers,” said Brad Smith, director of Polk’s Loyalty Management Practice. “Volkswagen’s six percentage point increase in owner loyalty is evidence of a strong focus on customer retention in the U.S. market and one that complements their objective of increasing sales globally.”
Loyalty is determined when a household that owns a new vehicle returns to market and purchases or leases another new vehicle of the same model or make.
“Volkswagen has made headlines with historic sales growth in the U.S. market and it begins with the company’s commitment to the consumer,” said Robert Martell, Vice President of Customer Experience at Volkswagen of America, who was on hand to accept the award. “Polk’s Automotive Loyalty Award recognizes our commitment to an industry-leading consumer experience that turns first-time Volkswagen owners into lifelong Volkswagen enthusiasts.”
Volkswagen sales finished the year off strong with a 35.1 percent increase over 2011, the third consecutive year of significant double-digit growth rates.
About Volkswagen of America, Inc.
Founded in 1955, Volkswagen of America, Inc. is headquartered in Herndon, Virginia. It is a subsidiary of Volkswagen AG, headquartered in Wolfsburg, Germany. Volkswagen’s operations in the United States include research and development, parts and vehicle processing, parts distribution centers, sales, marketing and service offices, financial service centers, and its state-of-the-art manufacturing facility in Chattanooga, Tennessee. Volkswagen is one of the world’s largest producers of passenger cars and Europe’s largest automaker. Volkswagen sells the Beetle, Beetle Convertible, Eos, Golf, Golf R, GTI, Jetta, Jetta SportWagen, Passat, CC, Tiguan, Touareg and Routan vehicles through approximately 610 independent U.S. dealers. Visit Volkswagen of America online at www.vw.com or media.vw.com to learn more.