A luxury car manufacturer has claimed first place in both product and distribution categories, while VW has improved to second place, according to a Market Intelligence Resource Group survey.
BMW South Africa has claimed top position in the latest National Automobile Dealer Association (Nada) dealer satisfaction survey.
Paul de Vantier, the managing director of the Market Intelligence Resource Group, which conducted the survey, said this week that BMW had strengthened its overall position, but Volkswagen had moved to second place overall from near the bottom of the rankings.
According to Business Report, BMW and VW were followed by Nissan, Delta, Audi, Toyota, DaimlerChrysler, Ford/Mazda and Fiat on the rating list.
De Vantier said that although Fiat was placed last, it was the first time the company had been measured in the survey and it would improve “once it knows how and what is being measured”.
For many years customer satisfaction had been the main driver in the industry, but a few years ago dealers argued that dealer satisfaction was part of that equation.
De Vantier said the survey covered about half the franchise dealers in the local motor industry serving the eight local manufacturers.
Nicky Thorp, the national chairman of the Retail Motor Industry Organisation, said the survey would be expanded next year to include imported vehicle dealerships.
Each dealer in the survey was asked about 60 questions on issues ranging from product quality to parts and accessories, warranty claims and dealer viability.
BMW was in top position in the product category followed by Audi, Volkswagen, DaimlerChrysler, Ford/Mazda, Fiat, Delta, Nissan and Toyota. De Vantier said Toyota had experienced “a lot of customer complaints” and “had no new or exciting products”.
He said BMW was in top position again in vehicle distribution, which was about getting vehicles to the consumers on time. It was followed by Delta, Volkswagen and Toyota, with DaimlerChrysler and Fiat in the last two positions.