Category Winner Loyalty rate*
Manufacturer GM 67.5%
Make Ford Division 60.3
Large car Mercury Grand Marquis 41.0
Mid-sized car Buick Century 32.5
Small car Ford Escort 27.7
Luxury car Lincoln Town Car 45.9
Minivan Ford Windstar 28.0
Pickup Ford F series 36.4
Sport-utility Ford Explorer 28.2
*Percentages are 1998-model deliveries in which customers bought or leased the same make, model or corporate brand.
Note: Based on a study of 4 million households that purchased or leased a vehicle in the 1998 model year.