- Nearly 40 percent of Pontiac owners who traded in for a new car in 2011 opted for another GM vehicle, an Edmunds.com study reveals.
- The retention rate is 8 percentage points greater than GM's retention rate in 2010, and represents the highest retention rate since 2007, when it was also nearly 40 percent.
- Most car shoppers turned to GM's Chevrolet brand, with 28.1 percent of them becoming Chevy owners.
SANTA MONICA, California — Pontiac drivers are a loyal bunch. A year after the last Pontiac dealers shut down for good on Halloween, General Motors has maintained — and even grown — the loyalty rate of former Pontiac owners, according to data analyzed by Edmunds.com.
Nearly 40 percent of Pontiac owners who traded in for a new car in 2011 opted for another GM vehicle. This retention rate is 8 percentage points greater than GM's retention rate in 2010, and represents the highest retention rate since 2007, when it was also nearly 40 percent.
Most car shoppers turned to GM's Chevrolet brand, with 28.1 percent of them choosing the bowtie.
Edmunds.com's analysis reveals that Chevy sales to former Pontiac owners was particularly strong in January and February of this year when GM made aggressive incentives plays to retain old customers and seek new ones.
"Any time a manufacturer shuts down a brand, there's a concern that its consumers will shift loyalties to another company," says Michelle Krebs, senior analyst at Edmunds.com. "General Motors took a calculated risk that it could retain Pontiac drivers under its umbrella, and the gamble appears to have paid off — with even more success than they enjoyed in previous years when Pontiac was still an option for returning customers."
Ford Motor Co., meanwhile, has been the most successful outside brand to conquer Pontiac owners this year. An estimated 9.4 percent of former Pontiac owners have jumped to Ford in 2011, but the rate dropped from last year's reported 12.4 percent.
Honda and Toyota have grabbed an estimated 7.4 percent of Pontiac customers, which is a lower rate than last year for both brands.
When Edmunds' AutoObserver.com first reported the news of Pontiac's demise in 2009, the percentage of people who traded their Pontiac for another Pontiac was 16 percent. By comparison, 50 percent of GM car owners at the time traded in their vehicle for another GM model, according to Edmunds.com's data.
Inside Line says: Pontiac fans sure like their GM family.
Add A Comment »
iamtheceo says:
09:02 PM, 03/24/2012
Now I'm beginning to question the integrity of Edmunds.com. I own a 2009 Pontiac and unless GM gives me a free vehicle and they cover the federal and state tax bills that come with it, I don't ever want another one. Who did these people poll. This is the worst quality vehicle I've ever had. All of parts are a joke. www.buyherepayherescams.com
darkitec says:
06:28 PM, 11/02/2011
I'm laughing about the spin you've put on this story, You make it sound like 40% (36% according to the GM UAW article) retention is such a great thing.
If you go to the UAW site http://www.1853chairman.com/2011/06/22/saturn-pontiac-owners-reject-gm/
They are not so rosy with their description of the situation, 64% of Pontiac owners, 74% of former Saturn owners and 61% of Hummer owners have left GM for other makes. Even 45% of former Chevrolet owners are going else where.
Doesn't sound nearly as wonderful as you are describing.
gmpatriot says:
05:46 PM, 11/02/2011
wikiwiki, admit you are an American hater and all it stands for. Hence you name. The weak sick sister argument that buying a toyota supports americans, you know thats a lie, so why do you say it. What supports American jobs are American companies who put research money and (I know this hurts guys like you)profits go to engineering jobs, marketing and not just assembly line as you so gerously point out. . So they save on shipping costs and build in non union states and that is good enough for you. It further erodes confidense in American products when the loons like you persist in the huge myth that American cars don't meet the standards of japmobiles. What kind of person are you? In WW2 Americans did all kinds of things which supported America. People who resort to promoting foreign trash would be ridiculed. If car buyers were just a little more loyal to our own brother & sisters who make their living from the American car business, would we have needed to spend our tax money to bail them out? Do you really believe a Chevy Malibu is a worse car than a camry?
gmpatriot says:
05:32 PM, 11/02/2011
Why are you Pontiac hating and other foreign car clowns even here? whats up? the toyota sites got a new beige prius? Pontiac haters, and other questionable auto buyers, have removed our choice to buy a Pontiac/Mercury?Plymouth/Saturn/Hummer/Name it. What is replacing the 153,000 2009 sales of just Pontiacs(more than audi&volvo combined) alone....Hyundais, Kias, and more of that roadburning excitement known only to Toyota loyalists. Don't forget the car God/idol known as the 3 series. As Amercan car haters proliferate, we see American choices diminish year by year. Thanks a lot.
biggero says:
06:55 AM, 10/31/2011
I'm still loyal even though I help run http://buyherepayherenationwide.com/ for the buy here pay here i still love ford and edmunds, they are the best!
lolxd says:
08:46 AM, 10/29/2011
I understand Saab Loyalists and their undying love for Saabs old and new despite it not being as good as let's say a BMW but GM loyalists?
I wanna smoke what they're smoking. The only GM cars I can think of that would be worth the loyalty would be the CTS and the upcoming ATS (still loving that interior even though it was only a spyshot).
tbone85 says:
02:48 PM, 10/28/2011
"Reports from a group that does not take in money from selling ads placed American brands near the bottom of the heap."
Yet were you lauding Ford and other domestics over the last few years when your bible of automobile worth said they were rapidly improving? No, because it doesn't fit your propaganda model. CU doesn't sell ads for speakers either, but they've consistently rated Bose at the top. 'Nuff said.
"Besides, if I buy a Japanese brand I know it is supporting American families and not Canadians or Mexicans. yes I know all car brands get their parts globally but it is final assembly that most people speak about."
Only the people who aren't interested in the big picture.
"Those huge plants that support large communities. How many billions have Ford, GM, and Chrysler invested in Canada or Mexico for new plants? Support the American Economy. Buy Japanese or Korean."
How many billions have Japanese and Korean companies invested in Japan and Korea? Your last sentence is pure ignorance. While there are many transplants assembled in the U.S., there are many Japanese and Korean cars sold in this country that are shipped here from from Asia. What's more, headquarters are themselves an important economic engine. If you disbelieve that, then ask anyone who lives in a community where a HQ has relocated whether or not it makes a difference where a company is based.
wikiwiki says:
12:33 PM, 10/28/2011
Actually the Pontiac vibe was a great car...because it was really a Toyota Matrix with different sheet metal.
cmike2780 says:
09:56 AM, 10/28/2011
I liked the G8 better when it was Holden Commondore. Almost everything else Pontiac came up with in the last 20 years was crap. Their cars were horribly designed.
andres3 says:
09:49 AM, 10/28/2011
Sorry, but there are plenty of "bad cars" out there still.
If there are no bad cars, why don't you send me $5,000, I'll give it back if my next car has no issues similar to experiences I've had (including family members) with Toyota and Honda. I promise, of course, if there are issues, put your money where you mouth is. For every issue, I'll deduct $500 from your deposit :)
If it has more then 10 issues in the first 5 years, then you send me another $5,000 for making such a dumb statement.
The problem with blind american car fan boys is that the Big 3 never improve anything. The only improvements they have made have been during bankruptcy in the last 35 years.