Kia is the highest rated marque by dealers in their annual showroom and business survey while PSA Group companies were among the lowest.
The all-important question ‘how would you rate your manufacturer overall on a scale of 1 to 10?’ returned an average of 6.5, on par with six months ago. Kia (9.3), Lexus (9.2), and Mini (8.8) were the top performers whilst Vauxhall (3.7), Jaguar (3.7), and Citroen (2.7) received the lowest ratings.
An analysis of the ‘overall average score’ across all questions of the survey improved by 0.1 from six months ago, from 6.4 to 6.5. Lexus remains at the top with 8.8 points out of 10, followed by Kia (8.7) and Mercedes (8.4). The bottom of the table saw Abarth (4.5), Jeep (4.3), and Citroen (3.6).
Total movement across all questions revealed the most improved dealer and manufacturer relationships, as well as relationships that have digressed. Across the entire survey of 53 questions, Hyundai’s score rose by a total of 106.6 points, the most improved relationship in the UK network. Followed by Subaru (84) and Fiat (44.6). Dealer and manufacturer relationships that have gone backward consist of Citroen (-62.2), Cupra (-71), and Peugeot (-76.9). On average, ratings increased by 6 points from six months ago.
Sue Robinson said, “The Dealer Attitude Survey has always been a primary benchmark report for the industry, offering a key indication of the health of business relationships between franchised dealers and their respective manufacturers.
“It is therefore extremely encouraging to see a record response rate of 70%, highlighting the importance that the UK dealer network still places on the survey, particularly entering times of turbulence and uncertainty.
“Franchised dealers are particularly pleased in areas such as used car margins, manufacturer training and with the range of electric vehicles on offer, in a bid to diversify and improve their alternative fuel product in line with the electrification of the automotive sector.
“The DAS remains a crucial barometer for the UK automotive industry. Manufacturers and dealers must work in a mutually beneficial way that adheres to consumers’ needs and explores how they can improve business areas which have received below average scores.”
Dealers, on a whole, are more satisfied with their profit return from representing their manufacturer than 6 months ago, returning an average of 6.7 out of 10, an increase of 0.3. Kia and BMW led the highest scores returning 9 points each out of 10, followed by Mercedes with 8.7. The highest returning average across the entire survey, the same as six months ago, was dealers’ satisfaction from margins on used cars; Returning 7.4 out of 10, highlighting the strength of the used car market and dealers’ ability to capitalise on this.
