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Ford Division Leads Mid-Year R.L. Polk Loyalty Categories

August 20, 2002

Ford Division announced that it continues to lead in the overall make category in the R.L. Polk Automotive Loyalty Award rakings released for mid-year 2002. The Detroit-based analytical company said Ford Division has a 56.8 percent loyalty factor with the Ford Focus, Ford Ranger, Mercury Mountaineer and Ford F-Series pickups still leading their individual categories. According to the company, loyalty is determined when a household that owns a vehicle returns to the market and purchases or leases another new vehicle of the same model, make or manufacturer.
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