The Federation of Automobile Dealers Associations (FADA) recently conducted the Dealer Satisfaction Study 2021, which saw Kia India ranking on top. The study saw the Korean auto giant score the highest points of 879 out of 1000, which indicates that the manufacturer has had a satisfying relationship with its dealer partners. The study, undertaken in association with PremonAsia, a consumer-insight led consulting and advisory firm based out of Singapore, examines the health of the relationship between automobile dealers and their respective OEMs.
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Kia India exceeded expectations and has become the only OEM to score over 800 points, well over the industry average of 657 points. Coming in second on the dealer satisfaction study was MG Motor India with 778 points while Toyota Kirloskar Motor tied up for the spot with 778 points as well. Interestingly, Kia has topped the points table for the second year in a row and managed to better its score from the previous 736 points.
Kia topped the Dealer Satisfaction Study for the second year in a row
Meanwhile, Honda Cars India scored the least in the same study with 562 points. The automaker slotted below Mahindra with 687 points and Ford with 669 points at the bottom of the table. Other carmakers including Renault scored 767 points, followed by Tata Motors with 729 points. Both companies managed to score better points over top-selling brands like Hyundai (711 points) and Maruti Suzuki 699 points.
The survey was conducted with more than 2000 samples from all four zones and a mix of urban and rural dealers. This is the highest number ever used for such a study in India. The Dealer principals or their CEOs directly took part in the study. The study also concluded that OEMs provide adequate training for frontline sales and service staff, thus keeping the end customer satisfied. Dealers also raised concerns about certain OEMs not being receptive to their inputs.
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BMW and Mercedes-Benz are tied for the spot in the study with 707 points each
In the luxury car segment, BMW and Mercedes-Benz tied for the top spot with 707 points each, followed by Audi with 649 points. Land Rover was the lowest with 645 points. In the two-wheeler segment, Honda Motorcycle and Scooter India (HMSI) scored 693 points, followed by Hero MotoCorp with 627 points. TVS Motor Company ranked third with 606 points. Making it to the bottom of the list was Yamaha with 557 points and Royal Enfield with 540 points.
