2017 DSI Survey

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for the vital manufacturer-dealer relationship that exists in the Canadian marketplace. Its growing rate of participation is also an indication that dealers and manufacturers of all brands recognize the importance of the DSI Survey, whether they are at the top or bottom of the rankings, or anywhere in between.” says Tim Ryan, CADA’s Vice-President & Director, Industry Relations and General Counsel. To continue providing meaningful data to both automakers and dealers, new questions were introduced this year to expand on the relationship between the dealers and their manufacturer’s captive finance companies. In practice, the DSI Overall Opinions score measures dealer sentiment regarding their manufacturer in 19 separate categories including metrics such as but not limited to: effective communication, consideration of dealer views, value of the brand and its products, distribution, and fairness of policies and procedures. The score uses the dealer’s ratings of its manufacturer’s performance (Strongly Disagree = -20, Disagree = -10, Undecided = 0, Agree = +10 and Strongly Agree = +20) and converts them to a maximum potential index score of 100. First, the calculation is made for each responding dealer. Then, the scores for all dealers in a franchise line are averaged to calculate the final score. DSI Results Subaru continues to win the hearts of dealers and customers alike, ringing in a sixth consecutive record setting year for new vehicle sales and a fifth consecutive top spot in both the Overall Opinions Index and Most Effective Manufacturer/Dealer Communication charts. Areas such as the management’s consideration of dealer views, ease of doing business and general policies and procedures remain strong points for the brand. After years of success, this is clearly no accident as the DSI Survey firmly establishes the shared understanding between management at Subaru and its dealers. Mercedes-Benz took second place for the third year in a row in the Overall Opinions Index and moved from third to second in Most Effective Manufacturer/Dealer Communication. Audi realized a five position upswing in the Overall Opinions Index, moving from eighth in the 2016 DSI Survey to third this year but did not secure the third place in communications. That honour went to Porsche, who made great strides in the Most Effective Manufacturer/Dealer Communication chart. The brand went from 15 th in the previous survey to third this year with a staggering 11.54 point gain. From an overall perspective, the relationship between the dealer and the manufacturer has been moving in a positive direction in recent years. In the 2014 edition of the DSI Survey, the industry average of the Overall Opinions Index clocked in at 78.89 points. This improved to 79.04 in the 2015 edition and to 80.21 in 2016. The 2017 DSI Survey continues that momentum, recording an industry average of 80.79. Competition at the top was fierce as the brands taking positions five to eleven in the Overall Opinions Index were within two points of each other. As a result, brands that saw small decreases saw bigger shifts in rank than they would have in another year. Conversely, the larger spread at the bottom end saw four automakers fall below 70 points in this edition. Tim Ryan reaffirmed the importance of the survey. “The results show that manufacturers continue to use the DSI data to improve their relationship with the dealer. Eleven brands are above an 85 point valuation on the Overall Opinions Index, an astonishing result that we couldn’t be more pleased with” said Ryan. Of the 25 brands studied, 14 managed to chart above the industry average with first place (Subaru at 93.81 points) establishing a 33 point lead over last place (Chrysler at 60.60 points). Luxury automakers Audi, Porsche, and Lexus ran hot on the Overall Opinions Index chart this year, seeing significant increases in rank compared to their previous performance. Most Effective Manufacturer/Dealer Communication saw a very slight industry average decrease from 77.67 in 2016 to 77.43 in 2017 with 13 brands beating the industry average. Subaru at 93.21 was 4.38 points above second place Mercedes-Benz and 41.19 points above Chrysler in last place at 52.02 points. One of the emerging themes to come out of this year was the positive attitude dealers had with regards to the value 4 2017 Dealer Satisfaction Index Survey
of their franchise. The top two areas of growth with regards to industry averages were dealers who thought the value of their franchise would grow in the future (10.79 vs. 8.85) and those who thought the value of their franchise had already increased (10.05 vs. 8.49). Vehicle distribution was also an area where dealers noted improvements with an industry average of 8.09 points over the previous year’s average of 6.63 points. Awards The DSI Survey awards are presented by CADA to automakers that have shown excellence in three categories: Highest Overall Satisfaction, Most Effective Dealer Communications, and Most Improved Franchise Overall Satisfaction, which are further broken out to recognize those with 100 dealers or fewer and those with 101 dealers or more. For the fifth year in a row Subaru receives the honours for Highest Overall Satisfaction and Most Effective Dealer Communications for brands with 100 dealers or fewer. Cadillac took the Highest Overall Satisfaction award for 101 dealers or more. The Most Effective Dealer Communications award for brands with 101 dealers or more was awarded to Ford for the third time in a row. This year, Volkswagen was presented the Most Improved Franchise Overall Satisfaction award for brands with a dealer body of 101 or more. No franchises in the 100 dealers or fewer category had statistically significant positive increases on the index and thus this award will not be presented this year. MOST EFFECTIVE MANUFACTURER/DEALER COMMUNICATION 1 Subaru (1) 2 Mercedes-Benz (2) 3 Porsche (15) 4 Ford (4) 5 Audi (5) 6 Lexus (12) 7 Cadillac (9) 8 Honda (8) 9 Chevrolet (10) 10 Buick-GMC (11) 11 Lincoln (6) 12 Toyota (14) 13 Mazda (16) Industry 14 Jaguar-Land Rover (2) 15 Acura (17) 16 Volvo (7) 17 Nissan (19) 18 Volkswagen (23) 19 Kia (24) 20 Mitsubishi (18) 21 Hyundai (21) 22 MINI (20) 23 Infiniti (22) 24 BMW (13) 25 Chrysler (25) SATISFACTION WITH THE MANUFACTURER'S CONSIDERATION OF DEALER VIEWS 1 Subaru (1) 2 Mercedes-Benz (4) 3 Ford (5) 4 Porsche (21) 5 Chevrolet (8) 6 Cadillac (11) 7 Lexus (20) 8 Buick-GMC (10) 9 Honda (7) 10 Lincoln (9) 11 Audi (6) 12 Acura (15) 13 Mazda (13) Industry 14 Toyota (17) 15 Jaguar-Land Rover (2) 16 Volvo (3) 17 Mitsubishi (14) 18 Nissan (19) 19 MINI (12) 20 Hyundai (18) 21 Kia (23) 22 Volkswagen (25) 23 Infiniti (22) 24 BMW (16) 25 Chrysler (24) 50 55 60 65 70 75 80 85 90 95 100 -15 -10 -5 0 5 10 15 20 25 -8.94 52.02 -5.81 -2.22 64.12 62.78 62.12 14.29 12.83 11.88 10.37 10.22 10.00 9.71 9.33 8.85 8.54 8.42 8.09 6.55 6.49 6.19 4.64 3.93 2.89 2.00 1.91 1.87 1.04 88.83 86.81 86.05 85.85 84.29 83.49 83.02 82.96 82.79 81.31 78.67 77.48 77.43 76.86 75.45 73.57 72.05 71.48 70.60 70.39 69.49 93.21 16.91 For dealer review only. Not for press release. Strict copyright enforcement. © 2018 CADA 5
Page 2 and 3: Introduction The fact that Canada h
Page 6 and 7: SATISFACTION WITH THE FRANCHISOR'S
Page 8 and 9: multiple categories. The brand’s
Page 10 and 11: Acura A steady performance from the
Page 12 and 13: FAIRNESS OF MANUFACTURER’S POLICI
Page 14 and 15: CUSTOMER SATISFACTION POLICIES AND
Page 16: Canadian Automobile Dealers Associa

2017 DSI Survey

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