Honda Dealers Happiest; Royal Enfield’s Most Dissatisfied: Dealer Survey

Companies can use results of this dealership satisfaction survey to connect with their dealers – the actual sales points – better!

In a recent Dealership Satisfaction Survey carried out by Federation of Automobile Dealer Associations (FADA), it has been revealed that Honda dealers are the most satisfied ones as compared to other motorcycle brands. At the same time, Royal Enfield dealers are among the most dissatisfied ones.

Federation of Automobile Dealer Associations carried out this survey in partnership with PremonAsia which is a consumer-insight-led consulting & advisory firm based out of Singapore.

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Yamaha Motor India and Suzuki Motorcycles rank with second and third least happy dealers.

FADA Chairman said that the survey aims to depict the issues encountered by Automotive dealerships. At the same time, the OEMs should be aware of the fundamental and other kinds of expectations of retail outlets.

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The same study was carried out for Luxury 4-wheelers and BMW along with Mercedes-Benz turn out to enjoy the satisfied dealers while Land Rover had the least happy dealers. In the mass-market 4-wheeler segment, KIA dealers rated as the happiest ones while Honda received a thumbs down.

dealership satisfaction survey

The Dealer’s Association took up to 2000 samples for this Dealer Satisfaction study. Normally, the owners of the dealerships provided their testimonies for the survey.

This study has covered all four zones in India and had dealerships from urban as well as rural areas.

As per the study, dealers put more focus on business viability while ensuring quality as per the customers’ expectations regarding a product.

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From the study, the mass market PV dealers are the most satisfied ones with an average score of 720 on a scale of 1000. At the same time, 3-wheeler dealers scored the lowest with 610 points off 1000.