Toyota, Lexus, and Hyundai achieved Platinum Status in the 2022 NADA Dealer Satisfaction Index (DSI), which shows improvement in the relationship between dealers, manufacturers and importers in the motor industry.
From left to right: Alex Boavida, Vice Chairperson, NADA, Nico Hamman, Senior Manager – Sales and Dealer Network, Hino South Africa, Ernie Trautmann, Vice President, Hino South Africa and Mark Dommisse, National Chairperson, NADA
Gold award winners were Mercedes-Benz, Mitsubishi, Suzuki, Mini, Kia, Renault, Volvo, BMW and newcomers Chery. Five brands achieved silver status in 2022, and four achieved bronze status.
The survey covered 35 independently researched brands and drew 1 513 responses, making the NADA DSI 2022 survey one of the most well-represented surveys globally.
The NADA DSI survey, now in its 26th year, is carried out annually to monitor the health of the relationship between dealers and their respective manufacturers. It provides a platform for the dealer body to supply manufacturers and importers with robust feedback.
Over the years, dealer councils and manufacturers have been using the survey as an effective management tool to address areas of concern and improve service delivery throughout the entire value chain to the ultimate benefit of consumers.
From left to right: Alex Boavida, Vice Chairperson, NADA, Stanley Anderson, Sales and Operations Director Hyundai Automotive South Africa and Mark Dommisse, National Chairperson, NADA
"While the Covid-19 pandemic forced us to abandon the survey in 2020, we were happy that we were able to complete the research again this year,” says Mark Dommisse, Chairperson of NADA.
This year, Lightstone, the company responsible for conducting the research since the introduction of this project in 1996, observed a significant increase in how the manufacturers and importers utilise the insight provided by the NADA DSI results.
“To encourage the use of the NADA DSI results, Lightstone has included various in-depth analysis, including problem area analysis, density plots and regression analysis as part of the report. Now in its 26th year, the results are eagerly anticipated by the industry and are brought into sharp focus during a gala award ceremony hosted annually,” said Jaco van Staden, Lightstone Head of Sales & Marketing.
Dealers surveyed in the Passenger and Light Commercial Vehicles (LCV) sector indicate dealers are most satisfied with the Goodwill, Policy Claims & Warranty category, closely followed by Media Support, with both groups scoring above 86%. Eight categories improved since 2021, while four recorded scores as in the previous year. Vehicle Distribution is an area where dealers are most concerned.
From left to right: Alex Boavida, Vice Chairperson, NADA, Hennie Hugo, Senior Manager – Lexus, Glenn Crompton Vice President – Marketing, Toyota South Africa Motors and Mark Dommisse, National Chairperson, NADA
“This is indicative of the current global macro-economic challenges experienced, for example, the ongoing shortage of semiconductor chips, the KZN floods and the difficulties brought along by the Ukrainian war,” says Van Staden.
Passenger and LCV Results:
The most improved overall brand in 2022 is Honda (+8.6%). Other brands that showcased a significant positive increase in overall satisfaction are Audi (+5.3%), followed by Lexus (+5.1%) and Toyota (+3.1%).
Summary of results:
| Passenger/LCV |
|
| Award | Manufacturer or Importer |
| Most Improved | Honda |
| Platinum | Hyundai, Toyota, and Lexus |
| Gold | Mercedes-Benz, Mitsubishi, Suzuki, Mini, Kia, Renault, Volvo, BMW and Chery |
| Silver | Audi, Ford, Isuzu, Mazda, VW |
| Bronze | FCA, Honda, Mahindra, Nissan |
Commercial Vehicles Results:
The most improved brand in the 2022 NADA DSI is Tata Commercial, moving from an overall percentage of 56,2% in 2021 to 69,9% in 2022.
Hino is again the only Commercial brand winning a Platinum award in 2022 with MAN, Mercedes-Benz Trucks and FUSO being awarded Gold. Three brands achieved silver status and only one brand was awarded bronze status.
Summary of Results:
Commercial Vehicles
|
|
| Award | Manufacturer or Importer |
| Most Improved | TATA Commercial |
| Platinum | Hino |
| Gold | MAN, Mercedes-Benz Trucks, and FUSO |
| Silver | FAW, Isuzu Trucks, UD Trucks |
| Bronze | TATA Commercial |
From left to right: Alex Boavida, Vice Chairperson, NADA, Anton Falck, General Manager – Sales, Dealer Network, and TALA (Toyota South Africa Motor’s Corporate Training Division), Ernie Trautmann, Vice-President – Sales and Dealer Network, Toyota South Africa Motors, and Mark Dommisse, National Chairperson, NADA
“It is encouraging to see that, over the past 26 years, the NADA dealer survey has become a reliable and respected tool to identify any potential issues affecting the working relationship between retailers and respective manufacturers. We extend our sincere appreciation to all who have taken the time to participate in this annual initiative,” says Dommisse.
