Lexus again tops NADA Dealer Attitude Survey

Lexus has retained the top overall spot for the past three years, through six survey cycles, and has scored in the top five throughout the last six years, NADA said. Photo credit: DAVID PHILLIPS

Lexus ranked first overall in the Winter 2016 NADA Dealer Attitude Survey, followed by Toyota, Subaru and Honda, the National Automobile Dealers Association said today.

Those four brands, in that order, scored highest in both the overall survey and in their consideration of dealer input on matters such as product, product quality concerns and advertising programs.

In the overall rankings, Porsche, Ford, Mercedes-Benz, Kia, Jeep and Audi rounded out the top 10, NADA said.

NADA surveys dealers every winter and summer. The survey is a confidential report card of sorts that addresses dealer-factory relationships. NADA privately presents the results to automakers and dealers. Today’s release followed meetings with all brands covered by the survey.

‘Comprehensive assessment’

“Facilitating open, honest and productive discussions between auto manufacturers and their franchised dealers is one of the most important functions of NADA,” NADA President Peter Welch said in a statement. “Our members rely on the dealer attitude survey to present a comprehensive assessment of dealer sentiment to their manufacturers, and the automakers rely on it as a vital tool for improving their business practices.”

The survey measures such areas as dealers’ satisfaction with brand franchise policies, competitiveness of products, value of the franchise, satisfaction with management and whether dealers think the value of the franchise will increase in the next year.

Lexus has retained the top overall spot for the past three years, through six survey cycles, and has scored in the top five throughout the last six years, NADA said.

Response rate

Lexus also had the highest survey participation, with 89 percent of its dealers completing the 2016 winter survey. Mercedes-Benz was second, at 85 percent.

NADA said, “The willingness of dealers to share their views with their manufacturers is one of the best ways to gauge [dealers’] desire to grow the OEM-dealer relationship on an ongoing basis.”

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