Among sports car owners, those driving a Dodge Challenger are the most loyal, according to R. L. Polk & Company. The organization’s Automotive Loyalty Awards are based on a manufacturer’s ability to retain owners over repeat buying cycles.

“The 2010 awards are based on an analysis of 4.9 million return to market events during the 2010 model year,” according to Brad Smith, Polk’s director of loyalty management practice.

According to the company’s data, which is gathered from state registration and lease transactions, 20.5 per cent of Dodge Challenger owners that bought another vehicle last year, bought it from Chrysler. The 2010 model year ran from Oct. 1, 2009 through Sept. 30, 2010.

While the number of 20.5% might seem low, it beat everything else in the sports car category. However, it also appears that sports car owners are a fickle lot. The winning percentage for Mid/Full size car owners was 38.9% and for Mid/Full size pickup trucks was 45.6%.

Chrysler also took top spot for Minivan owner loyalty at 32.6 percent, repeating their 2009 Award. Continuous improvement has been an effective strategy for retaining customers. For 2011, the Challenger arrives with upgraded powertrains, a redesigned interior and improved handling.