Quintegia's DealerSTAT Survey 2022
PORSCHE IS THE MOST APPRECIATED BRAND BY ITALIAN DEALERS. TOYOTA AND CUPRA TAKE SECOND AND THIRD PLACE
Good carmakers’ performances in product, sales management, marketing and customer experience help to improve sales, support new cars’ local marketing, improve margins for dealers, increase used cars business and IT systems
Porsche is the number one brand for Italian dealers. This is what emerged from the 2022 edition of the DealerSTAT award, the annual survey conducted by Quintegia to measure the satisfaction level of dealers on the relationship with the carmakers. This was presented in Verona during the Automotive Dealer Day on 18th May 2022.
At the top of the ranking, for the third time in the last 5 years, Porsche was awarded first prize with a score of 4.11 (on a scale from 1 to 5 and with an Italian average of 3.31). Next came Toyota and Cupra in second and third places, ahead of Mercedes-Benz and BMW who this year came sixth and seventh. Also in the top 10, Suzuki, Audi, Mini, Mazda and Kia.
The study involved 33 brands and 61% of Italian car dealers via a total of 1,378 returned questionnaires. The most appreciated aspect by dealers of the Stuttgart’s carmaker is the profitability from new sales. The manufacturer is also positioned on the top of the ranking for relationship, sales management, after sales management, training and customer experience.
Looking at the overall performance of all 33 brands, there is a need for improvement in several areas that characterise the relationship between the carmaker and its network. The product (3.50), the relationship’s quality (3.46), sales management and new cars national marketing (both 3.38), the training (3.36) and financial services (3.35) obtain positive ratings, albeit in decline. Also positive was the evaluation on the new management area investigated in terms of customer experience (3.43). To improve the sales business (2.71), the support to new cars local marketing (2.82), margins for dealers (2.92), car business (2.92) and IT systems.
“Dealers satisfaction toward Carmakers – explained Alberto Bet, manager of Quintegia – despite remaining well above the sufficiency threshold, is down compared to 2021: 3.31 the average (on a scale from 1 to 5) with as many as 13 brands worsening their position compared to last year. Dealers call for a greater strategic vision about the future, a revision of the margins in relation to sales volumes as well as improvements in IT systems to make processes more efficient. Product, sales management and marketing, remain among the most valued aspects. Between the innovations introduced in DealerSTAT 2022 we find the assessment of the support given by manufacturer for the ESG sustainability initiatives, highly appreciated by customers, where 23 out of 33 brands have a positive opinion”.
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