In its 25th year, NADAs Dealer Attitude Survey now a key manufacturer yardstick

In its 25th year, NADAs Dealer Attitude Survey now a key manufacturer yardstick

[I]Summer survey now available online[/I]

NADA has posted a summary report of results of the winter 2011 Dealer Attitude Survey at www.NADAFrontPage.com The survey results, like those of the more than 1,000 surveys that have been presented to senior auto executives in face-to-face meetings since NADA began doing the surveys, have been one of the most powerful tools the association has had in its arsenal to protect dealer rights and ensure their voice is heard. A record 56 percent of dealer franchises nationally responded to the winter 2011survey.

The surveys were begun in 1985 as a single sheet, 11-question survey mailed to NADA dealer members once each year by the associations Industry Relations department, headed at the time by J. Ferron, who would later become NADA vice president, a J.D. Power & Associates Partner and head of the Price Waterhouse Cooper Automotive Consultancy. Automaker response to the initial surveys was, by and large, dismissive, labeling them as unscientific and mostly answered by troublemaking dealers. NADA persisted, however, and over the years continued to improve the depth, quality and frequency of the survey. And, over time, manufacturers began to embrace the survey as a legitimate measure of how they and their field organizations were interacting with their dealer business partners. Today, formal semi-annual meetings involving NADA IR staff, National Dealer Council chairmen, NADA Line Group representatives and automaker senior staff have become institutionalized, as have the constructive conversations surrounding the survey results. Indeed, a number of manufacturers now tie a portion of executive compensation to the companys rank in the Dealer Attitude Survey.

Additionally, the survey work led to the creation of the separate franchise meetings, controlled by the dealer body as opposed to the manufacturer, at the annual NADA Convention. Overall, there have never been more open and comprehensive communications between manufacturer and dealer than now, and this is largely a result of dealer willingness to complete the NADA Dealer Attitude Survey and automaker willingness to embrace the findings and resolve the issues it unearths.

The highlights of the winter Dealer Attitude Survey are:

Dealers satisfaction with their manufacturers is increasing, with dealer opinion of product quality hitting an all-time high.

Satisfaction with OEM policies has rebounded significantly from the historic lows of recent surveys.

Dealers believe manufacturers still have some ground to cover in terms of consideration of dealer input.

The summer 2011 NADA Dealer Attitude Survey is available to complete through August 4. NADA will present the results of the next survey to OEM execs in the fall.

WANADA urges all its dealer members to complete the survey and have their voices heard!

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