NADA Dealer Satisfaction Index awards best performers

The National Automobile Dealers’ Association (NADA) Dealer Satisfac­tion Index Survey (DSI) results were released during July at an event hosted by WesBank.

The NADA DSI survey, now in its 27th year, monitors the relationship be­tween dealers and manufacturers. It serves as a platform for dealers to pro­vide feedback to manufacturers and importers. The survey’s outcomes have been utilised by dealer councils and manufacturers to address concerns and enhance service delivery, benefiting consumers.

The awards serve as an essential indicator of not only dealer satisfaction but also as a yardstick for investment, said Ryan Seele, Executive Member of the NADA NEC in his opening address. “While a score alone cannot ensure sustainability, it reflects the willingness to collaborate and work together. Those partners who actively engage with their councils to achieve mutually beneficial outcomes will witness increased dealer investment and, conse­quently, the success of both the brand and its network.”

Lightstone has been the research partner for the NADA DSI for an im­pressive duration of 27 years, steadfastly maintaining this position since the research’s initiation. The overall DSI score has increased by 0.2% in 2023 to 76.4% and is the second highest score recorded since 2003 despite all the challenges currently facing the automotive industry.

“In a remarkable display of participation, a total of 34 brands, comprising 25 Passenger/LCV and nine Commercial vehicle brands, actively took part in the 2023 survey. This notable level of involvement positions the survey as one of the most comprehensive studies ever conducted within the South African industry,” said Jaco van Staden, head of sales at Lightstone.

The NADA DSI survey conducted in 2023 received an outstanding re­sponse rate, with 86% participation from the Passenger/LCV segment and 78% participation from the Commercial segment.

Once again, the Communication and Relationship category emerged as the most crucial predictor of Dealer Satisfaction in 2023, further emphasis­ing the vital role played by this research.

Passenger and LCV results

This year, a total of 21 passenger / Light Commercial Vehicle brands achieved an overall percentage above 65%, qualifying them for an award. The most improved brand in 2023 is Subaru (+7,5%). Other brands that showcased a significant positive increase in overall satisfaction are Mahindra (+5,8%), GWM and Haval (+4,8%) and BMW (+4,1%).

For those brands who offer branded used car programmes, dealers are most satisfied with the Used Car program available. This is followed by deal­ers being most satisfied with the Goodwill, Policy Claims & Warranty catego­ry, followed by Media Support, though satisfaction with Media Support has declined since last year. Vehicle Distribution was previously the area dealers were least satisfied with, but this category has improved most during 2023 and is no longer the biggest pain point.

Repeating their 2022 performance, Toyota and Hyundai both achieved Platinum Status in 2023, while nine manufacturers achieved Gold status in­cluding Lexus, Suzuki, Mini, Kia, Chery, Mitsubishi, BMW, Renault and Vol­vo. Three brands achieved Silver status in 2023 and seven brands achieved Bronze status.

Summary of Passenger / LCV results:

Commercial vehicle results

The commercial vehicle survey was first introduced in 2008 and since the highest overall average score of 78% was recorded in 2018. The 2023 overall commercial vehicle score has improved from 77.2% in 2022 to 77.9%, the second highest score achieved since inception of this study.

This year, eight participating brands achieved an overall percentage above 65%. The most improved brand in 2023 is UD Trucks, moving from an overall percentage of 72.7% and a Silver award in 2022 to a Gold award in 2023, by scoring 75.2%.

The bar for achieving a Platinum award is set quite high at above 85%, with Hino hitting this mark in every study since 2019 and in 2023 Hino were once again the only Commercial brand to win a Platinum award. MAN main­tained their second position overall and took home a Gold award along with UD Trucks. Four brands achieved Silver status, with only one Bronze award made in 2023 (Mercedes-Benz Bus), who previously participated in 2021 but was not evaluated separately in 2022.

Summary of Commercial vehicle results