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Hyundai Drivers Most Likely to Stick with Brand

J.D. Power and Associates Reports Automaker Retained 64 Percent of Previous Owners in 2011

02/02/2012 // Bow, NH, USA // CambridgePRGroup // Grappone Hyundai

From cost to quality, there are many reasons why new-vehicle shoppers switch brands for their next purchase. However, if more owners stay with one brand than any other when the time comes to buy a new vehicle, it’s a powerful statement on the lasting appeal of those vehicles. According to results of the 2012 J.D. Power and Associates Customer Retention Study, Hyundai dealerships saw the largest percentage of repeat customers of any auto brand last year, indicating that drivers of the Korean automaker’s models are a satisfied group overall.

According to J.D. Power and Associates, in order to retain existing customers, automakers must offer vehicles with the triple threat of low cost of ownership, high quality and high residual value. Posting a 4-percent leap in customer retention compared with the 2010 study, Hyundai dealerships recaptured 64 percent of previous Hyundai buyers out shopping for a new vehicle in 2011. Ford and Honda, meanwhile, tied for second, trailing Hyundai by 4 percent.

“Every Hyundai is highly competitive within its class in terms of amenities and price,” said Anne Plourde, general sales manager of Bow, New Hampshire Hyundai dealer Grappone Hyundai. “Now that we have added more vehicles to our lineup, we are attracting a wider range of customers. Though each driver might be seeking something different, they can all find what they are looking for at our dealership.”

J.D. Power and Associates noted that Hyundai’s expanding lineup and continued improvement in perceptions of quality and appeal helped shape its customer-retention victory. While many automakers are also expanding their lineups, the consumer research firm added that they must also address specific customer needs while doing so to improve their retention rate. In addition to the expansion of its lineup, Hyundai’s brand loyalty was driven significantly by sales of the Hyundai Elantra and Sonata, the former of which was redesigned for the 2011 model year.

In January, the 2012 Hyundai Elantra received the 2012 North American Car of the Year award, an honor decided by a panel of 50 veteran automotive writers at the Detroit Auto Show. Other significant accolades during the past decade, like the Hyundai Genesis taking home the same Car of the Year award in 2009, have worked to significantly improve customer perception of the Hyundai brand.

Helping the Elantra beat more than 50 other 2012 Car of the Year nominees were its Fluidic Sculpture styling cues, its safety and handling capabilities, high driver satisfaction scores and overall value. Along with the six standard airbags and electronic stability control carried over from the 2011 model, the 2012 Elantra also offers drivers Hyundai’s Active ECO System, which improves fuel economy by up to 7 percent and helps drivers achieve up to 40 mpg on the highway.

“The Elantra has done especially well in capturing some well-deserved attention since its redesign,” noted Plourde. “All of the work Hyundai has done to improve its lineup is paying off, and there is no reason to believe that both the quality and value of its vehicles won’t continue to improve as they have during the past decade.”

About Grappone Hyundai:

A part of the Grappone Auto Group, Grappone Hyundai is proud to serve New Hampshire drivers seeking the best in Hyundai sales and service. Conveniently located just outside of Concord, Grappone Hyundai features an unsurpassed inventory of new and pre-owned Hyundai vehicles and Hyundai parts for sale, and customers can always count on their trained service technicians to perform high-quality repairs and maintenance. Visit their showroom at 502 State Route 3A in Bow, like them on Facebook at or browse their online inventory at They can also be reached by phone at 888-234-5746.

Social Media Tags:Hyundai dealerships, New Hampshire Hyundai, Hyundai Elantra

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