Subaru was the most improved in conquest, IHS Automotive found.
"Conquesting is being closely followed by OEMs and dealers alike as they seek to improve market share and win customers from competing brands," Anderson said before the awards were presented on Jan. 15 at the Automotive News World Congress here.
The awards are based on an analysis of 7.4 million new-vehicle registrations during the 2013 model year, from Oct. 1, 2012, through Sept. 30, 2013.
Cadillac was the most improved brand in terms of customer loyalty, with a 6 percentage point increase. Polk didn't give Cadillac's latest customer-loyalty rate.
For the fourth straight year, the Ford brand won top honors for loyalty among African Americans.
Toyota garnered the most loyalty among Hispanics, taking the title from Honda, which had won the previous two years. Toyota also was tops among Asians.
IHS Automotive also named the winners for customer loyalty in 25 vehicle segments. Mercedes-Benz won in four segments. The Toyota brand also led in four, while its Lexus sibling topped three.
Chrysler Group had five segment leaders, including two from Jeep. The Acura and Honda brands combined to give American Honda three.