The NFDA released its Winter 2024 Dealer Attitude Survey (DAS) on April 8, shedding light on the evolving dynamics between franchised dealerships and manufacturers amidst the ongoing transition to electric vehicles (EVs). The survey, conducted over five weeks, garnered 2,321 responses from 32 franchised networks, representing a robust response rate of 63%.
Sue Robinson, Chief Executive of NFDA, emphasised the increased focus on EV-related inquiries in this edition of the survey, reflecting the industry’s shift towards electric powertrains.
Dealer satisfaction levels with battery electric vehicles (BEV) exhibited a modest increase, rising to 6.1% from 5.9% in the previous edition. Notable performers in this category included Kia, Hyundai, and BMW, while Seat and Mazda received comparatively low scores. Concerns voiced by dealers primarily revolved around product offering and quality.
The survey revealed persisting concerns among dealers regarding the return on investment (ROI) in EV equipment and training, with an average score of 5.5%. While Kia maintained its lead, MINI and Nissan made significant strides in this aspect.
Kia emerged as the leader in total margin on new EV/Hybrid sales, followed by Mercedes-Benz and MINI. However, fluctuations in rankings were observed, with some manufacturers making substantial progress while others experienced a decline.
Concerns regarding manufacturer support for on-site EV charging infrastructure persisted, despite a slight increase in scores. Kia led again in this category, while several manufacturers witnessed a decline in rankings.
Sue Robinson emphasised the importance of addressing dealers’ concerns, particularly considering the government’s Zero Emission Vehicle (ZEV) mandate. Manufacturers need to enhance their relationship with dealers, focusing on areas such as support, investment, and training, to facilitate a smoother transition to electric.
Robinson also praised the NFDA’s Electric Vehicle Approved (EVA) accreditation scheme, which recognises retailers’ excellence in the EV sector. With over 500 accredited sites, EVA continues to play a crucial role in facilitating the UK’s transition to EVs.
