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Toyota Gets Most Repeat Buyers

Originally Published in Trailer Life Magazine

J.D. Power and Associates’ 2004 Customer Retention Study reported that Toyota gets the most
repeat buyers, with 60.6 percent of Toyota owners returning to buy a second vehicle. Second
in the study is Toyota’s Lexus brand, with a 59.5 percent retention rate. Chevrolet keeps
58.9 percent of its customers. The survey was based on reports from more than 171,000
new-vehicle buyers. It examines reasons buyers leave brands — most often, for durability
reasons, expensive maintenance, and bad service experiences.

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