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Hyundai customers still most loyal to brand

For sixth year in a row, Hyundai tops Brand Keys Loyalty Leaders List

Published: October 30, 2015, 3:15 AM
Updated: November 23, 2021, 2:41 PM

Hyundai Santa Fe grille

Hyundai is tops in the eyes of their customers for a sixth consecutive year, according to an annual study from renowned customer loyalty and engagement consultancy firm Brand Keys.

Hyundai again topped the automotive category in the 2015 Brand Keys Loyalty Leaders List, the annually syndicated study that examines customers’ relationships with 753 brands in 68 categories. The study involves over 40,000 respondents selecting the categories in which they are consumers and the brands for which they are customers.

“Receiving the No.1 spot for the sixth year in a row is testament to Hyundai’s relentless dedication to its customers,” said Robert Passikoff, president, Brand Keys. “The company’s ability to formulate change from customer feedback shows how well it is listening to consumers, putting Hyundai Motor at the top of our list in the automotive category.”

“Hyundai vehicles are engineered to exceed customer expectations throughout our entire lineup,” said Dean Evans, vice president, Marketing, Hyundai Motor America. “Earning the top spot in the automotive category for a sixth year in a row showcases our commitment to processing customer feedback to drive future innovation.”

The Korean company also made the top 20 Brand Keys Loyalty Leaders list, coming in at #19, just ahead of Twitter. The 2015 list was headed by Netflix (which took top spot in the video streaming category), followed by Amazon (tablets), Apple (smartphones in third and tablets in fourth) and Facebook (social networking), respectively in the top 5.

“Consumers haven’t entirely downgraded traditional brands. Grey Goose vodka (#14), Dunkin’ Donuts (#17), and Hyundai (#19) are in the top 20,” said Passikoff in noting that the other 17 loyalty leaders are represented by digital technology and social networking brands, or brands that facilitate digital technologies or social networking.

“Brand loyalty is being driven by emotional engagement and the 2015 rankings, especially as they relate to consumer outreach and entertainment, make it abundantly clear that consumer expectations regarding connection, customization, and engagement have become the ultimate loyalty yardstick,” he concluded.