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J.D. Power study: Automaker's retention scores are 4th worst
LOS ANGELES - Mazda North American Operations is staging a comeback. But much of the automaker's success will depend on its ability to enhance customer loyalty.
Mazda's U.S. sales are up 4.8 percent through September. The company successfully launched the MazdaS compact sedan and hatchback. Sales remain strong for the MazdaB mid-sized sedan, hatchback and wagon.
The RX-8 sports car survived an early snafu regarding overstated horsepower and is close to meeting sales objectives.
Mazda dealers and executives attribute much of the automaker's success to its ability to attract a large number of customers who are new to the brand. At the same time, Mazda has one of the lowest customer loyalty rankings in the industiy, market research studies conclude.
According to the J.D. Power Customer Retention Study released last December, Mazda had the industry's fourth-worst loyalty scores. Only Suzuki, Oldsmobile and Isuzu did worse.
The industiy average for repeat customers was nearly 50 percent. That is, half of all consumers were loyal to their brand when they bought a new car.
Mazda's loyalty score was just...