Automotive Blog

Automotive Loyalty: Why it's important and the tools that will help, Part 2

Watch this video log from Tom Libby, Manager of Loyalty Solutions with IHS Markit, as he discusses the importance of automotive brand loyalty and the tools needed for automakers to effectively compete in today's vehicle market. 

In part two of this series, Tom helps to explain why conquest and defection are on the minds of OEMs, why brand loyalty is so important for automakers, how to use IHS Markit household analytics and loyalty tools, and how automakers continue to compete for market share. 

In this video, Tom covers topics that include:

  • The change in the vehicle market and what that means for brand loyalty
  • Conquesting and defection intelligence
  • Household and demographic data that allow you to better target existing and potential customers
  • How consumer preferences are changing and what that means for brand loyalty


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About The Author

Manager, Loyalty Solutions and Industry Analysis

Tom currently uses his passion for the auto industry to serve as a Solutions Consultant for IHS Automotive's Loyalty Practice. His past roles here include Sr. Forecasting Analyst and PolkInsight Advisor (he worked for two years in Polk’s Woodcliff Lake, New Jersey office). Tom's other interests include reading, gardening, sailing and running. Aside from Detroit and New York, Tom has also lived in Los Angeles, Denver, and Boston, where he drove a taxi for two years. Tom has also traveled extensively in the United States and overseas, including an overland trip across Asia after graduating from college. Tom is inspired by people who practice what they preach and enjoys socializing with friends that he's met throughout his career and from school.

Tom is a past member of the Board of Directors of the Society of Automotive Analysts (SAA). During the 2009 calendar year, Tom was President of that organization. He is an active member of the Automotive Press Association, and in the past has written a blog for the online version of the Detroit Free Press. Tom has a bachelor's degree in history from Amherst College, an MBA with a marketing concentration from Columbia University and once served as an Adjunct Professor of Market Research at Pepperdine University in Malibu, California.