Toyota, Lexus and Hino waltzed away from the 2024 National Automobile Dealers’ Association (NADA) Awards having racked up Platinum status alongside Suzuki and MINI.
Now in its 28th year (with a hiatus in 2020 due to the Covid-19 pandemic), this survey remains a key measure of dealer satisfaction across different automotive brands in South Africa.
This year’s survey drew responses from 35 carefully selected brands, gathering a total of 1 481 replies. Of these, 1 298 came from Passenger/Light Commercial Vehicle (LCV) dealerships, with the remaining 183 from Commercial Vehicle dealerships.
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The NADA DSI project, backed by NADA Executive Members, NADA Dealer Council Chairpersons, and representatives from all participating brands, provides invaluable insights into the automotive sector. The survey encompasses 13 focal areas including Dealer Satisfaction, Communication and Relationships, Used Cars, CSI Programme, Vehicle Range, Vehicle Distribution, Parts, Policy Claims & Warranty, Franchise Compliance Audits, Dealer Support, Labour Rates and others.
Lightstone, the independent research firm conducting the survey since its inception in 1996, has noted a significant increase in how manufacturers and importers leverage insights from the DSI results.
Addressing attendees, WesBank CEO Ghana Msibi stressed the importance of industry collaboration and resilience. “This year is pivotal for the industry as we chart our course through challenging times,” Msibi remarked.
“Strong relationships are built on hard work, not chance. The recent hardships have tested these bonds deeply. Many agree this has been a prolonged tough cycle since the last boom in 2010. Yet, with much uncertainty behind us, we now glimpse clearer paths forward.”
Msibi highlighted the industry's resilience and the imperative to use DSI feedback for ongoing enhancement.
“We are fortunate to have committed individuals shaping our industry's future. These awards celebrate excellence but also prompt reflection. Let’s heed the feedback seriously and strive for improvement. Failure to do so leaves us vulnerable to disruption. Few industries are as ripe for change as ours. Use the feedback to drive positive change.”
The 2024 awards were divided into Platinum, Gold, Silver, and Bronze categories based on overall DSI scores:
Passenger/LCV Awards:
Platinum Award (85,0 and above): Lexus, Mini, Toyota, Suzuki
Gold Award (75,0 – 84,9): BMW, Volvo, Hyundai, Mitsubishi, Chery, Kia, Mahindra
Stellantis was recognised as the most improved brand in 2024.
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The Commercial Vehicle survey, introduced in 2008, saw notable improvement with an overall score rising from 77,9 in 2023 to 78.8 in 2024, the highest since its inception.
Hino distinguished itself by achieving a Platinum award for the sixth consecutive year, setting a record in the NADA DSI Study with a score exceeding 90%.
Commercial Vehicle Awards:
Platinum Award: Hino
Gold Award: MAN, UD Trucks, Mercedes-Benz Trucks, FAW, Isuzu Trucks
“These results underscore automotive brands’ commitment to enhancing dealer satisfaction and reflect robust engagement between dealers and manufacturers. NADA remains committed to supporting its members through initiatives like the DSI survey, which set industry benchmarks and foster excellence,” said Brandon Cohen, NADA Chairperson.
“It’s reassuring to see the NADA dealer survey establish itself as a reliable tool for identifying potential issues affecting retailer-manufacturer relationships over the years. We extend sincere thanks to all who participated in this annual initiative. Congratulations to all the award winners.”
“To be awarded Platinum status by our dealers is something we do not take for granted. We continue to strive to create the best partnerships in the industry in order to find mutual solutions to our challenges,” says Leon Theron, Senior Vice President of Sales and Marketing for Toyota South Africa Motors.
Colin Windell
Proudly CHANGECARS
