It's a lot easier to keep a customer than to get a new one, at least that's how the sales force maxim goes. So what then does the newly released J.D. Power and Associates 2012 Customer Retention Study say about the automotive brands and their ability to sell the same customer another car. For starters, something incredibly positive is happening at Hyundai - just two years ago, Hyundai was below the industry average in customer retention - now the Korean brand has flown past Mercedes, BMW, Porsche, Lexus, Infiniti and Acura to become the stickiest brand in the business. Which isn't hard - one in two motorists defects to another brand with their next purchase.