DETROIT -- For a third year in a row, General Motors finished as the top manufacturer in IHS Markit's Loyalty Awards, while Ford extended its streak to eight years for customer loyalty to a specific make.
Key to GM's win -- a 69.1 percent loyalty rate -- was its broad selection of vehicles and multiple brands.
"Not only do they have a wide array of vehicles across various segments, but they also have four brands to cover within those segments," Steve Had, IHS Markit's vice president of sales and product marketing solutions, told Automotive News.
Buick had the biggest improvement in brand loyalty, while Jeep and Jaguar were recognized for their conquest rates.
The awards were presented Tuesday at the Automotive News World Congress.
Industrywide, IHS Markit's analysis of 17.5 million new-vehicle registrations for the 2017 model year found a record rate of brand loyalty, with 53.6 percent of customers returning to a make they already owned, an increase of 0.8 percentage point from the previous year.
Toyota was recognized for strong performance in key multicultural markets, taking first place for loyalty in the Hispanic, Asian and African-American markets. This is the first time a single brand has swept all three categories.
IHS Markit analysts also looked at the odds of repeat purchases based on what's parked in a consumer's garage.
Across brands, the analysis found that customers in two-vehicle, one-brand households are far more likely to return to that manufacturer than if the brands were different: a 63 percent loyalty rate for the single-brand households vs. 43 percent for mixed garages.
Lincoln recorded the highest loyalty to dealer -- 48.5 percent of all Lincoln owners returned to a Lincoln dealer for another Lincoln in the 2017 model year.
Lincoln's MKC and MKX crossovers and MKZ sedan led their respective segments in loyalty.
"Lincoln has done a fantastic job with consistent messaging," Had said. "Empowering their dealers to improve the Lincoln experience in the showroom reinforces the message of their brand. They have a good, relevant product and they are competitive in their segment. It makes a big difference."
Here is the complete list of winners (Asterisk indicates a repeat winner):
Manufacturer and make awards
Overall loyalty to manufacturer: General Motors*
Overall loyalty to make: Ford*
Most improved loyalty to make: Buick
Overall loyalty to dealer: Lincoln
Ethnic market loyalty to make: Toyota
Asian market loyalty to make: Toyota
African-American market loyalty to make: Toyota
Hispanic market loyalty to make: Toyota*
Highest conquest percentage: Jeep*
Most improved conquest percentage: Jaguar
Segment model loyalty awards
Luxury compact CUV: Lincoln MKC
Luxury full-size SUV: Land Rover Range Rover
Luxury midsize CUV: Lincoln MKX*
Luxury midsize SUV: Lexus GX
Luxury sport car: Porsche 911*
Luxury traditional compact car: Lincoln MKZ*
Luxury traditional full-size car: Mercedes-Benz S class*
Luxury traditional midsize car: Lexus ES*
Luxury traditional subcompact: BMW X1
Nonluxury compact CUV: Chevrolet Equinox
Nonluxury compact SUV: Jeep Wrangler*
Nonluxury full-size 3/4-to 1-ton pickup: Ford F series*
Nonluxury full-size half-ton pickup: Ram 1500*
Nonluxury full-size SUV: GMC Yukon Denali XL*
Nonluxury midsize CUV: Subaru Outback*
Nonluxury midsize pickup: Honda Ridgeline
Nonluxury midsize SUV: Jeep Grand Cherokee*
Nonluxury midsize van: Honda Odyssey
Nonluxury sport car: Volkswagen GTI*
Nonluxury midsize sport car: Dodge Challenger*
Nonluxury traditional compact car: Chevrolet Volt*
Nonluxury traditional full-size car: Nissan Maxima*
Nonluxury traditional midsize car: Honda Accord*
Nonluxury traditional subcompact car: Mini Countryman