The aggressive incentives plays that GM made to retain old customers payed off. According to the latest report from Edmundu's Auto Observer, GM managed to improve the retention rate of former Pontiac owners.
When General Motors got rid of its performance-oriented division last year, there was a speculation that the majority of the Pontiac buyers would shift to another company. The fears proved to be wrong, at least so far. Edmundu's experts analyzed the numbers and found that around 40% (39.9% to be specific) of Pontiac owners that traded in for a new vehicle opted for another GM brand. Compared to 2010, the retention rate is eight percentage points better, which is the best result since 2007, when the company kept the same 39.9% of buyers. Surprisingly, Chevy is the the most popular brand with the former Pontiac admirers, as 28.1% of shoppers opted for the bowtie.
Those customers that decided to go elsewhere stayed loyal to domestic automakers with 9.4% switching to Ford, and 7.4% jumping to Toyota Motor Sales USA and American Honda Motor Co.