The Polk Automotive Loyalty Award is based on actual model-year purchase/lease activity and recognizes manufacturers for superior performance in customer retention—a critical aspect of building and maintaining market share. Customers of these manufacturers had such a positive overall experience that they came back to buy another vehicle of the same model, make, or manufacturer. The Polk Automotive Loyalty Award is the only award in the industry based on consumer loyalty. Awards are based on actual consumer transactions, with over 6 million household records per year being analyzed to determine the winners. It is based on the census of information obtained from state registration and lease transaction information.