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2025 survey shows how dealers rank manufacturers
The Mercury
|July 11, 2025
VEHICLE dealers face a great deal of pressure in maintaining customer satisfaction, often under trying circumstances.
But how much support do they receive from the car manufacturers whose brands they represent?
This often overlooked aspect, which affects a dealer’s ability to provide satisfactory service, is highlighted by the National Automobile Dealers’ Association’s (NADA) annual Dealer Satisfaction Index (DSI).
Consisting of online questionnaires tailored to dealer principals, the 2025 DSI survey gathered 1,588 responses across all vehicle segments, covering around 87% of the country’s dealer footprint.
The scores, which were benchmarked against industry averages, rated original equipment manufacturers (OEMs) according to three criteria: Dealer Friendly (20%), Investor Friendly (40%), and Customer Friendly (40%).
When the scores were tallied, Platinum, Gold, Silver, and Bronze status awards were allocated to the top-performing OEMS:
Passenger and LCV Segment
• Platinum Status: BMW and Suzuki
This story is from the July 11, 2025 edition of The Mercury.
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