Toyota's Loyal Base Unaffected By Recall

Detroit Bureau, Thursday, October 11, 2012 8 AM
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Toyota has the highest loyalty rate of any major automaker, according to a new study – news that suggests the maker might be able to sidestep the impact of another major safety-related recall involving 2.5 million vehicles in the U.S. alone, the largest Toyota has ordered, in fact, since it was forced to repair 14 million vehicles due to unintended acceleration problems in 2009 and ’10. During the second quarter of this year, Toyota saw its corporate loyalty – a measure of how many owners trade in for the same brand’s newer products – surge to 47.3%. That was up from 41.6% a year earlier.

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