Apparently, Ford and GM did a really good job at building brand loyalty among thier customers.
Unfortunately, one of the ways they found out how loyal their customers were was when they stopped selling the brands their customers were most loyal to.
The Wall Street Journal is reporting that about 70% of customers who traded in a Pontiac this year replaced their car with a non-GM model; with Saturn (another deceased GM-make) that number rises to 71%, with 23% of owners trading in their Saturn for a Chevy. Ford, which killed its Mercury division last year, has seen about 65% of the Mercury owners switch away from Ford.
Source: The Wall Street Journal