Monday, September 08, 2008
Audi Tops Dealer Attitude Survey
Audi remains the most highly rated brand among UK dealers according to the latest RMIF's National Franchised Dealers' Association Summer 2008 Dealer Attitude Survey.
The twice yearly research also shows that most dealers are satisfied with the level of control exerted by their manufacturer partners. Sixty per cent said they were content with manufacturer influence, while 70 per cent said they were satisfied with the value, price and image of the product they represented.
Audi dealers were most satisfied with their franchise, giving the brand an overall rating of 8.5 out of 10.
Fellow prestige brand Jaguar came in second on 8.2 and the top three was completed by 4x4 and small car specialist Suzuki, which scored 7.5 overall.
At the other end of the scale, dealers were particularly unhappy with Peugeot, with a score of just 3.6. Subaru came in second from the bottom with 3.7 just below Saab with 3.8.
Only 52 per cent of networks were satisfied with the profit return of their franchise and just 54 per cent said they were satisfied with future sales targets.
"Dealers are looking at all aspects of their operations in order to maximise efficiencies. This includes the manufacturer requirements they must meet, and the services provided to them as a result of this partnership," said NFDA director Sue Robinson.
"If there is a balance between what they must do and what they gain from the relationship, dealers will be satisfied. However if demands are too onerous, with scant benefits to show for it, dealers will question their current arrangements."
Robinson said for the most part, dealer gains appeared to be equitable with the requirements they had to meet and that many would be looking to preserve long-term relations with manufacturers to provide stability against the potential industry changes that may result from the block exemption renewal in 2010.
Unsurprisingly, Jaguar and Audi performed well in most categories. Jaguar dealers were happiest with the fairness of the manufacturer's policy for the supply and stocking of vehicles and also rated the brand highest for its ability to do business with dealers on a day-to-day basis.Audi dealers were by far the happiest with the frequency of the introduction of new models.
DATED: 08.09.08
FEED: MT
The twice yearly research also shows that most dealers are satisfied with the level of control exerted by their manufacturer partners. Sixty per cent said they were content with manufacturer influence, while 70 per cent said they were satisfied with the value, price and image of the product they represented.
Audi dealers were most satisfied with their franchise, giving the brand an overall rating of 8.5 out of 10.
Fellow prestige brand Jaguar came in second on 8.2 and the top three was completed by 4x4 and small car specialist Suzuki, which scored 7.5 overall.
At the other end of the scale, dealers were particularly unhappy with Peugeot, with a score of just 3.6. Subaru came in second from the bottom with 3.7 just below Saab with 3.8.
Only 52 per cent of networks were satisfied with the profit return of their franchise and just 54 per cent said they were satisfied with future sales targets.
"Dealers are looking at all aspects of their operations in order to maximise efficiencies. This includes the manufacturer requirements they must meet, and the services provided to them as a result of this partnership," said NFDA director Sue Robinson.
"If there is a balance between what they must do and what they gain from the relationship, dealers will be satisfied. However if demands are too onerous, with scant benefits to show for it, dealers will question their current arrangements."
Robinson said for the most part, dealer gains appeared to be equitable with the requirements they had to meet and that many would be looking to preserve long-term relations with manufacturers to provide stability against the potential industry changes that may result from the block exemption renewal in 2010.
Unsurprisingly, Jaguar and Audi performed well in most categories. Jaguar dealers were happiest with the fairness of the manufacturer's policy for the supply and stocking of vehicles and also rated the brand highest for its ability to do business with dealers on a day-to-day basis.Audi dealers were by far the happiest with the frequency of the introduction of new models.
DATED: 08.09.08
FEED: MT
