Polk Study Finds Auto Industry Lagging in Building Loyalty Impressions Among Minority Customers

Findings presented at tri-city multicultural marketing seminar

Less than 15 percent of African-American, Asian-American and Hispanic-American car buyers believe the auto industry is "best in class" at developing customer loyalty, according to a recent study by R. L. Polk & Co.

"Auto manufacturers need to do a better job of courting repeat business from minority customers, or they risk missing out on the biggest growth opportunity in the auto industry right now," said Lonnie Miller, director of Industry Analysis, R. L. Polk & Co.

"Minority buying power in the United States is projected to grow by 14 percent by 2010, so winning and keeping minority customers will be a key element to success in the next decade," said Miller.READ

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