2017 DSI Survey

Porsche
The sporty German staple exemplified what happens
when a management team takes the relationship with
the dealer seriously. The brand won major points in
communication, field staff support, and the ease of doing
business. Praise was not limited to these categories as
Porsche scored well in multiple categories, leading the
brand to a 4 th place position in the Overall Opinions Index.
From a product standpoint, the Macan continues to be the
shot in the arm that pushed Porsche to new heights as it
achieved another all-time sales record of 8,249 units in
2017. Both the Panamera and Boxster were top picks in
their segment in the Canadian Black Book Best Retained
Value Awards, where the brand scored the overall brand
award for the Luxury category.
Cadillac
This is Cadillac’s second year in the DSI Survey and their
strong showing in both the market and the DSI appears to
be no coincidence. The brand climbed into the top five in
the Overall Opinions Index, up more than a point from last
year. Dealer satisfaction with the brand was consistently
above average and dealers reported that the automaker
made big strides in their consideration of dealer views and
the design of their vehicles. Confidence in the future value
of the franchise increased from 11.65 points (eighth place
in 2016) to 15.33 points (sixth place in 2017). Cadillac
outperformed the market with a 9.6 percent sales increase
over 2017 with a total of 13,330 new vehicles sold.
Despite a slight decline in passenger car sales, Cadillac
witnessed success in the light truck market with strong
growth in the sales of the XT5 following the discontinuation
of the Cadillac SRX.
Lexus
Despite the flashy LC grabbing hearts and minds, the one-two
punch of the NX and RX continue to be mainstays at the
Japanese luxury brand. These luxury light trucks make up
over 60 percent of the volume of new vehicle sales and are
both well over double digit percentage gains in 2017. As
a result, the brand’s sales were up 10.0 percent and set an
all-time record with a total of 24,765 new vehicle sales in
Canada. Effort from the management team at Lexus did not
go unnoticed as dealers were generous with their praise in
1 Jaguar-Land Rover (2)
1 Mercedes-Benz (4)
3 Subaru (1)
4 Audi (10)
5 Porsche (5)
6 Cadillac (8)
7 Honda (6)
8 Chevrolet (9)
9 Lexus (12)
10 Buick-GMC (11)
11 Volvo (3)
12 Mazda (22)
13 Ford (7)
Industry
14 Toyota (15)
15 Mitsubishi (17)
16 Nissan (14)
17 Volkswagen (25)
18 Kia (21)
19 Lincoln (16)
20 Hyundai (19)
21 Acura (18)
22 BMW (13)
23 MINI (20)
24 Infiniti (24)
25 Chrysler (23)
VEHICLES DESIGNED TO
MEET DEMANDS OF THE MARKETPLACE
1 Porsche (1)
2 Audi (4)
3 Subaru (2)
4 Mercedes-Benz (5)
5 Chevrolet (8)
6 Honda (7)
7 Jaguar-Land Rover (3)
8 Buick-GMC (12)
9 Mazda (9)
10 Ford (6)
11 Kia (11)
12 Cadillac (17)
13 Lincoln (15)
14 Nissan (13)
Industry
15 Lexus (18)
16 Volvo (10)
17 Toyota (19)
18 Volkswagen (25)
19 BMW (14)
20 Hyundai (16)
21 MINI (20)
22 Acura (24)
23 Chrysler (21)
24 Mitsubishi (23)
THE VALUE OF THIS
FRANCHISE WILL INCREASE
25 Infiniti (22)
-10 -5 0 5 10 15 20 25
0
-2.77
2.59
5 10 15 20 25
3.93
7.91
7.40
7.20
6.05
5.39
18.10
18.10
17.50
17.32
16.88
15.33
15.18
14.77
14.41
13.57
12.86
11.38
11.11
10.79
9.88
9.84
9.44
7.50
7.41
7.31
7.02
3.95
2.79
2.00
0.00
15.81
15.74
15.24
15.23
15.21
14.06
13.74
13.33
13.08
12.96
12.68
11.76
11.43
10.12
9.90
18.13
17.80
17.79
17.38
For dealer review only. Not for press release. Strict copyright enforcement. © 2018 CADA 7