Lusting for Loyalty: VW wants twice as many owners to stick with brand

http://www.autoweek.com/apps/pbcs.dll/arti...1024/LATESTNEWS

From the article [emphasis is mine]:
"Volkswagen wants to double the percentage of its owners who stay with the brand for their next vehicle purchase.

The Volkswagen brand's 29.3 percent loyalty rate for 2005 was well below the 49.6 percent rate for all automotive brands, according to J.D. Power and Associates.

Kerri Martin, VW's director of brand innovation, said she is determined to elevate VW's loyalty rate to 60 percent. She didn't offer a time frame but said she plans to rely largely on customer marketing events and an improved Web site..."

That's pretty darn misguided if you me. If they improved their reliability (they've ranked VERY close to the bottom in long term reliability in Consumer Reports and JD Power for awhile now), that'd do a better job of retaining customers. I've also heard some horror stories w/some VW service depts. up in WA.