Not all dealerships are proud of the brands they represent, but Lexus and Toyota are.
Besides customer brand loyalty, the level of satisfaction each dealership has with the brand they represent is another interesting metric to consider.
According to the latest survey by the National Automobile Dealers Association (NADA) provided to Automotive News, Lexus and Toyota have maintained their leading positions, securing first and second spots, respectively.
Following Lexus and Toyota, the top-rated brands are BMW, Porsche, and Honda. The other manufacturers in the top 10, listed without a specific order, are Acura, Cadillac, Kia, Mazda, and Subaru. Automotive News noted that Lexus, Toyota, and Honda top a recent inventory efficiency study released by Cloud Theory.
It's important to note that Cadillac has made it to the top 10 for the first time, reflecting its significant improvements in image and consumer model quality this year, kicking Audi out of the top 10 in the process. With its focus on EVs, especially the Lyriq, Cadillac dealers are expected to get more giddy in the coming months and most likely will continue to demand more EVs from the automaker.
The bi-annual survey, first administered in 1985, captures dealers' opinions on key industry issues affecting their relationships with auto manufacturers. Dealers participated in rating their experiences with these automakers, considering aspects such as performance and responsiveness in implementing dealer feedback.
To reach customers effectively, a brand needs to understand how dealerships view and promote the brands they represent. Even though some customers may be attracted to newer technology they see in public, dealerships are the primary representation of a brand and a reliable source for customers to purchase new cars.
While consumer surveys certainly help, especially those that reflect positively on brands, surveys focusing more on the dealerships' attitudes are vital to knowing how to market and release their next vehicles. This is an important factor, with American dealers gradually shifting to selling EVs instead of conventional ICEs.
The second survey for the year is already being sent and available to dealerships. Only time will tell what the top 10 list will look like in another six months.
Keyword: Lexus And Toyota Achieve Something At Dealer Level Other Brands Don't