March 16, 2010 (FinancialWire) — Korean carmaker Hyundai (OTC: HYMLF) said on March 15 that U.S. brand loyalty for its vehicles has recently surpassed that of Honda and replaced Toyota, allowing Hyundai to take the No. 1 spot among car shoppers, according to the latest Kelley Blue Book’s Market Intelligence data.

The company, whose ranking was up from third place in Q4 2009, said it saw the greatest increase in loyalty in February 2010, with Hyundai owners looking at new models within the brand increasing by 10.4 percentage points to 56.3 percent.

According to Kelley Blue Book Values data, throughout the month of February 2010 Hyundai outperformed the overall car segment average. Hyundai values increased two percent month-over-month, relative to a 0.3 percent increase for the entire car segment.

Hyundai credits its success in part to the introduction of new products such as the 2011 Sonata and 2010 Tucson.

The Kelley Blue Book Market Intelligence data analysis examined site traffic to used-car trade-in pages and new-car pricing report pages on Kelley Blue Book’s kbb.com, and compared loyalty data from Q4 2009 to February 1 through 28, 2010

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