Excluding owners of the best-selling Toyota Prius, the repurchase rate among other hybrid buyers dropped to 22 percent, according to a Polk study released today.
According to the study, the loyalty rate for hybrids since the beginning of 2008 has ranged between 26.4 percent in the second quarter of 2010 and 41.8 percent in the second quarter of 2009. The rate for the fourth quarter of 2011 was 40.1 percent while the total for 2011 was 35.0 percent
But there is some good news for manufacturers who have invested heavily into developing hybrid technology, said Brad Smith, director of Polk's loyalty management practice.
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