Domestic Automakers Fare Poorly in New NADA Dealer Satisfaction Survey

According to a new survey by the National Association of Automobile Dealers, Hyundai, Lexus and Subaru dealers report the highest levels of satisfaction. Hyundai topped the list for the third consecutive time, and its affiliate, Kia, ranked fourth. Subaru took second place and finished in the top three for a fifth consecutive time, and Toyota’s Lexus brand came in third place.

The bi-annual NADA survey measures the satisfaction franchise new car dealers feel with their respective brands. The results of the survey, which were released today, were based on data the association collected last summer.

The final scores were calculated using dealer responses to 12 questions aimed at measuring their satisfaction in three areas. Those areas include the manufacturer’s policies as they related to the dealerships, relations with the manufacturer’s field staff and the overall value of their franchise.

Rounding out the top 10 most satisfied dealers in the bi-annual survey were Audi, Mercedes-Benz, Porsche, Toyota and Volkswagen in positions five through nine, respectively. Honda and Cadillac tied for tenth place.

Hyundai, Kia and Lexus dealers scored the highest in terms of the overall value of their franchises. With regard to manufacturer’s policies toward their franchisees, Lexus ranked highest. Toyota took second place, followed by Hyundai.

Lexus and Toyota ranked No. 1 and No. 2 respectively with regard to considering franchisee input on decisions that directly affect them. Subaru, Mini and BMW dealers expressed the least satisfaction in this area.

With regard to their sentiment toward the manufacturer’s field staff, who deal directly with franchisees, Infiniti scored the highest. Toyota and Acura rounded out the top three in this category.

The survey included responses from over 14,700 new vehicle dealers across the U.S.

Cadillac was the only domestic automaker to make the top 10 in the survey. In the survey conducted in January and February of last year, Ford ranked No. 7. In the January and February 2011 survey, Volkswagen failed to make the top 10, but replaced Ford in the No. 7 position in the July and August survey.

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