Foreign brands dominated a survey that measured dealer sentiment of franchise value, automaker policies and automaker field staff. At the top was Lexus, followed by Toyota, Subaru, Honda and Porsche. The only domestic brands to crack the Top 10 were Ford (No. 6) and Jeep (No. 9).
The National Automobile Dealers Association (NADA) Dealer Attitude Survey, conducted twice annually, gives a snapshot of how dealers feel about their brands. Its goal is to encourage automakers to keep an open dialogue with their franchises, and hopefully to generate productive exchanges.
In conjunction with the survey, NADA hosted more than two dozen meetings between individual automakers, members of NADA’s Industry Relations Committee, and Dealer Council representatives to review the survey findings and discuss successes, concerns, and areas for improvement. Hundreds of individuals – from the CEOs and other top executives of the major manufacturers on down – participated in these discussions and review sessions.
Lexus has retained the top overall spot for the past three years (six survey cycles), and has scored in the top five throughout the last six years.
Dealer response rates to the survey were also measured, taking into account the willingness of dealers to share their views with their manufacturers. Lexus achieved the No. 1 ranking for survey participation, with 89 percent of its dealers completing the 2016 winter survey. Mercedes-Benz was second at 85 percent, followed by Hyundai (81 percent), Porsche (81 percent), Toyota (76 percent), Ford (73 percent) and Audi (73 percent).
Let us know! Do you think the dealer surveys make a difference in the attitudes of your brand?