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Ford leads in customer loyalty again, study shows
Ford is enjoying the highest customer loyalty in the automotive business, according to Polk Automotive. At 61%, the brand's customer loyalty is above the industry average of 48%. Toyota and Honda led that category from 2005 through 2009, when Ford emerged at the top. Customer loyalty is important to the bottom line because automakers spend more money finding new customers than retaining them, says Brad Smith, Polk's director of loyalty management.

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