Knowledge - Publications

Market Study: Leveraging Measurable Behaviors to Enhance Dealer Loyalty

Loyalty is closely linked to profitability. That's why automakers have long recognized the value of measuring owner loyalty.Yet without measuring repeat sales at a dealer level, where the real customer experience takes place, improvement opportunities are questionable.... continue

White Paper: Strategic Questions for Auto Business Planners

This white paper outlines 10 compelling issues that any automotive business planner needs to be aware of as they plan for the upcoming year. A convenient "question and answer" format has been prepared with regional and global data in order to reinforce what automotive... continue

White Paper: What’s in Your Garage? Driving Owner Loyalty and Customer Conquests

Automotive manufacturers face the ongoing challenge of understanding where to most effectively spend on owner loyalty and conquesting initiatives for maximum return. This white paper explores a new approach to owner loyalty based on analysis of household garage... continue

White Paper: Improving Sales Volume Forecasting by Adding Loyalty to the Mix

For automotive manufacturers, accurately forecasting future vehicle demand is critical but challenging. To help with this challenge, Polk recommends an approach to volume forecasting that takes into account an important indicator of future sales: current owner... continue

White Paper: Managing Customer Loyalty in the Auto Industry

Automakers and dealers are working diligently to hold their current customers. Strategies for achieving higher owner loyalty have been taking place with results on the bottom line. So how has owner loyalty evolved in recent years? What can managers do to help... continue

White Paper: Mining a Hidden Asset to Increase Brand Loyalty and Sales

More than ever before, automotive organizations are looking for innovative ways to build loyalty. This white paper discusses use of a "hidden" asset (repair order data) to build customer loyalty from both the sales and service perspective. It includes specific examples of... continue

White Paper: What is the Best Way to Calculate Transactional Loyalty?

Everyone knows that loyalty is a critical concept in the automotive industry, especially in the current sales environment. However, there's no industry-wide agreement on the best way to measure this key metric. This white paper examines two methods for calculating... continue

Market Study: Consumer Sentiment During Challenging Times

Would you like to know how American consumers feel about the economy and government aid to the auto industry? Are you interested in how the current auto industry and economic crises are shaping vehicle ownership and purchase behaviors? If so, you'll want to read "Consumer... continue

Market Study: The Impact of Declining New Vehicle Sales on the Aftermarket Business

How is the automotive aftermarket affected by the downturn in vehicle sales? Read the latest Polk market study "The Impact of Declining New Vehicle on the Aftermarket Business" to find out. Highlights from the market study include: Automotive aftermarket growth is... continue

Market Study: The Impact of Possible Model and Brand Terminations on Customer Loyalty

Many auto manufacturers are planning or considering the discontinuation of vehicle models or brands as a means to cut costs during these challenging times. How will these decisions affect customer loyalty? Find out in "The Impact of Possible Model and Brand Terminations of... continue

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