Brand Loyalty on the Upswing

Although brand loyalty among Class 8 truck buyers has mostly decreased in recent years, the J.D. Power and Associates 2004 Heavy Duty Truck Consumer Satisfaction Study indicates it may be coming back. When it comes time to replace their current truck, 43 percent of respondents said they will definitely purchase the same brand. That number is up from the 39 percent reported in 2003, but below the 50 percent levels typical of the late 1990's. Kenworth ranked the highest in customer satisfaction among vocational trucks, followed by Peterbilt and International. International ranked the highest in dealer service, followed by Peterbilt, Kenworth and Mack.