Land Rover is the brand most valued by franchised auto retailers according to the latest NFDA Dealer Attitude Survey. But BMW and Mini are the brands that retailers are most likely to recommend as a business partner.
This is the second time running that Land Rover has topped the league and it has finished first or second in the twice-yearly snapshot of opinion since the start of 2011. BMW, Kia, Mini and Audi make up the rest of the top five.
At the other end of the scale, Alfa Romeo is the least valued franchise by some margin while changes at Renault have failed to improve its ranking – it finishes second to bottom. Other low rated brands include Mitsubishi, Subaru and Seat.
This latest NFDA survey, which took place in January, reflects the improved profitability of the industry in 2012 with the average ‘current profitability’ rating rising by two percentage points and the ‘future profitability’ rising by one percentage point. Land Rover heads the table for both current and future profitability.
Although there are some signs of an improvement in overall working relationships within the industry, the majority of franchised retailers still rated their ability to do business with their manufacturer partner as ‘below average’.
The NFDA survey is the most consistent barometer of opinion within the franchised auto retail industry and the results often foretell wider customer satisfaction ratings; suggesting happy retail networks lead to happy customers.
A full analysis of the NFDA survey will appear in the forthcoming issue of Auto Retail Bulletin. If you are not already a subscriber, register for a trial copy now.
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