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SANTA MONICA, Calif. — Edmunds.com analysts recently determined the primary source of Toyota's new-vehicle purchasers. Turns out, they found the largest percentage of sales is now coming from buyers who trade in other Toyotas.

Last year, the site calculated 42 percent of Toyota's new-vehicle sales included a trade-in of another Toyota model. Analysts didn't include the Cash for Clunkers period because they believe the government intervention created many anomalies in the marketplace

So far in 2010, Edmunds.com found 49 percent of Toyota's new-vehicle sales included a Toyota trade-in.

"Before the big recalls were announced in late January, Toyota had been considered a safe brand for those who didn't know which car to buy," noted Edmunds.com senior analyst Karl Brauer.

"Now, many of those uncommitted buyers don't feel as confident in the Toyota brand and are turning elsewhere, but some Toyota loyalists are displaying as much confidence as ever," Brauer added.

Edmunds.com recounted that Toyota's June sales were down 11 percent from May but up 7 percent from June of last year. As an industry, the site also reiterated the well-known June sales performance that slipped 10 percent from May.

Analysts went on to note how Toyota's brand loyalty percentage actually is a little higher than the current industry mark.

This year to date, Edmunds.com believes 42 percent of trade-ins matched the brand of the new vehicle being purchased. It's actually the same rate as last year because again Edmunds.com dismissed the Cash for Clunkers period.

Of all brands, the site pointed out Ford traditionally has had the most customer loyalty. Edmunds.com research indicates that 59 percent of Ford's new-vehicle sales typically include a Ford trade.