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STUDY: Ford owns brand loyalty in 2009; Scorned Saturn, Pontiac buyers will look outside of GM

Ford buyers appear to love their cars more than customers of any other automotive brand, returning back to the American automaker when it comes time to purchase their next vehicle. According to a study by Experian Automotive, six of the top 10 vehicles for customer brand loyalty wear badges from the Blue Oval. That includes the Ford Fusion (62.4 percent), Ford Edge (57.9 percent), Ford Five Hundred/Taurus (56 percent), Ford Freestyle (51.9 percent), Ford Escape (49.4 percent) and the Ford Focus (47.57 percent).
Other vehicles making up the top 10 include the Toyota Prius (52 percent), Chevy Impala (51.7 percent), Toyota Camry (47.8 percent) and Toyota Corolla (47.56 percent). This brings up an interesting question: With the closing of automotive brands like Saturn and Pontiac, where are those buyers to turn for their next automotive purchase?
Apparently, not back to General Motors. According to Experian, Pontiac owners are most likely to look to the Ford lineup for their next car or truck and Saturn shoppers will switch to Toyota or Honda - not particularly surprising given that Saturn was meant to compete with import brands. Experian predicts that GM's overall market share will fall from 20 percent to about 17.5 percent, with most of the slack being picked up by Ford, Honda and Toyota.

Car-crazy 5-year-old boy writes automakers for treasures, gets big response

Part of the beauty of children is that they can find worth in something adults might deem unworthy or overlook entirely. Five-year-old Patch Hurty didn't see garbage or a broken piece of a car when he spotted a Ford badge lying on the side of a road. He saw an artifact, a souvenir, a start to a collection he could only dream of. Ezra Dyer of Popular Mechanics tells the story of Patch and his quest to turn that one lost badge into a museum of manufacturer logos. According to the article, Hurty is a car fanatic through and through, even using car names as a way of learning to read. After finding the Ford badge near his Connecticut home, he and his mom put together a plan to reach out to dozens of automakers, confessing his love of things on four wheels. In each letter, Patch assembled a picture of himself standing next to one of the cars, and a penny to pay for whatever he hoped was sent his way. The response was unexpectedly and overwhelmingly positive. Of the more than 50 letters he sent out, including to obscure or defunct companies such as Bugatti, Suzuki, and Saturn, a majority responded with warm notes and some type of souvenir. Two of the coolest responses came from Lincoln and Bentley. Lincoln sent a sketch of a Continental (all car lovers enjoy drawing cars, right?), and Bentley sent a wheel center cap. How awesome is that? The story reminds us of something that can easily be lost in all of the negativity involved with the auto industry: Everybody is in this because of a common infatuation with automobiles. For more details on the souvenirs Patch received and accompanying photos, read the rest of the story. Related Video: News Source: Popular Mechanics Read This Bentley Bugatti Ford Lincoln Saturn Suzuki

US database may have overstated deaths in GM ignition switch recall

The FARS analysis didn't take into account fatal accidents where the airbags weren't supposed to deploy. Earlier today, we reported that the actual death toll attributable to GM's ignition switch problem had crested the 300 mark according to new research, well up from the original reports of 12 to 13 deaths. Now, word is breaking that the US government database that informed the study that the report was based on may have significantly overstated the correlation between the study and the GM recall. The initial study was conducted by Friedman Research on behalf of the Center for Auto Safety, and used something called the US Fatality Analysis Reporting System. To recap, the study claimed that over a 10-year period, 303 people were killed in Chevrolet Cobalt and Saturn Ion coupes and sedans when their airbags failed to deploy. These undeployed airbags were then linked to GM's ignition switch recall, which as we've explained before, can turn the ignition out of the "run" position and into the "off" or "accessory" position, disabling the airbags in the process. Now, according to a report from The Detroit News, which cites research from the Insurance Institute for Highway Safety and the National Study Center for Trauma and EMS at the University of Maryland, the FARS analysis didn't take into account fatal accidents in conditions where the airbags weren't supposed to deploy (which isn't to say crashes and deaths weren't caused by loss of control from the ignition switching off in the GM vehicles). According to the report, this was a significant number of the cases. There is another potential problem, too. According to that same report, the National Highway Traffic Safety Administration uses both FARS and another database on fatalities, called the National Automotive Sampling System/Crashworthiness Data System (NASS/CDS). Where FARS uses what the DetNews calls "not always reliable" police data to record vehicular deaths within 30 days of a crash, NASS/CDS relies on what's known as a probability sample. It collects data on 5,000 crashes each year – including some found in the FARS database – to calculate a probability figure. According to a 2009 IIHS study, "Among crashes common to both databases, NASS/CDS reported deployments for 45 percent of front occupant deaths for which FARS had coded nondeployments." In plain English, FARS doesn't provide a reliable count airbag deployments.