Sitting at the top: Hyundai takes #1 spot in Brand Loyalty survey

As the old saying goes, “you can’t put a price tag on loyalty,” but if you have the data and resources you can certainly try to quantify it.  That is what Kelley Blue Book Marketing intelligence data does, and in a recent brand loyalty survey it found Hyundai has surpassed Honda and Toyota to claim the #1 spot among consumers.  According to the data, February 2010 numbers compared with Quarter 4 2009 showed Hyundai owners looking at new models within the brand up 10.4 percentage points to an overall number of 56.3%.     

New and used Hyundai Elantra Bloomington drivers would probably tell you this announcement is more affirming than surprising.  The Korean automaker offers an array of dynamic cars, including the sturdy and reliable compact Elantra, the fuel-efficient crossover Santa Fe, and the decorated mid-size sedan Sonata, which was recently named a prestigious Insurance Institute for Highway Safety’s Top Safety Pick.  In addition to its offerings, Hyundai delivers an outstanding warranty, which it calls “America’s Best Warranty,” a 10-year/100,000-mile powertrain protection.

But while the plaudits for Hyundai are certainly deafening and overshadowing the runners up, some commentators are saying this surge is just as much about Toyota and Honda as it is about Hyundai.  An executive marketing analyst for Kelley Blue Book, James Bell has said that Hyundai has benefitted from Toyota’s recent public relations disaster and from Honda’s rigid reliability (see: predictability).  What were once the models of industry strength are losing their grip as the automotive landscape becomes ever more competitive in the wake of the instability of the past few years.  Mr. Bell even thinks that Hyundai will be most challenged by domestics like Ford and GM as people take a break from Japanese vehicles.  What seemed entirely unthinkable just a few years ago—a few months ago—is now very much a possibility.

So, when other car owners are experiencing a crisis of confidence as to their next move when it comes time to find a new ride, there is a segment of the population that will be doing just fine.  Whether it’s a new Hyundai Elantra or a used Hyundai Accent, Bloomington or Blissfield driver, chances are when it comes time to look for their next car these drivers won’t have far to turn.