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Toyota customers remain loyal despite recall fiasco

15th Mar 2010
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The current Toyota recalls have had a huge impact on the auto firm's sales, but a new survey suggests that the issues have had less of an impact on current Toyota customers than owners of other auto brands.

Research by Corporate Research International (CRI) found that only 6.5% of current Toyota customers polled reported they would not purchase a Toyota again because of the recalls. In contrast, a greater number of owners of other car brands indicated they were less likely to purchase a Toyota in the future, due to the recalls. More than fifty percent of Subaru owners, for example, indicated they would not purchase a Toyota in the future as a result of the recalls.

Among those respondents who indicated they were planning a car purchase within the next five years, the majority (66.4%) of those seriously considering purchasing a Toyota said they were still likely to purchase a Toyota in spite of the recalls. However, consumers considering Chrysler (21.7%), GM (13.4%), and Ford (18.3%) report still willing to consider purchasing a Toyota.

"Toyota has spent years building loyal customers," said Mike Mallett, CEO of Corporate Research International. "This is a true testament to the power of customer attachment and the importance of building good relationships with consumers so when trouble hits, your customers stand by you."

CRI panelled more than 1,640 consumers for its survey.


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