Dealers vote Toyota tops

HINO South Africa, Toyota and Lexus all achieved gold awards at the National Automobile Dealers’ Association (NADA) Dealer Satisfaction Index Awards recently. Toyota placed first overall with Lexus in third position for the Passenger/Light Commercial vehicle category with Hino maintaining their second position overall in the Commercial category. This places Toyota as the top automotive franchise in the country as voted by the dealers.

“At Toyota, we operate as one team with our dealers. The relationships we build and maintain with our dealers are a critical part of our business at Toyota. We work tirelessly to ensure our relationships are based on listening to their concerns and acting where appropriate. We believe that the work we have done over the last year, is reflected in the results of the Dealers Satisfaction Index. We are proud that all three our brands placed in the top three of their categories and overwhelmed with Toyota’s first place. This is a first for us and we will continue to improve on our relationships, systems and support to our dealerships,” says Calvyn Hamman, Senior Vice President Sales and Marketing at Toyota South Africa Motors.

Toyota has seen a considerable improvement in their scores to reach the 80% mark with a 4.4% increase from 2014. Toyota also improved their position from second place in 2014 to first place in the 2015 survey.

“This improvement is indicative of the rigorous dealer programmes that have been put in place. Our dealers form an integral part of the organisation and are considered important brand ambassadors with first hand contact to our customers. We acknowledge that if they have our 100% support, they will be more equipped to support our customers and ultimately create customer smiles,” adds Hamman.

Lexus’ improvement is the most significant with their overall score increasing by 9.3% which lead to an improvement in position from ninth in 2014 to third in 2015. Similarly, Hino improved their score by 8.9% to achieve 81.8% in 2015. This improvement saw Hino receiving the award for the “Most Improved” in the commercial vehicle category.

NADA in South Africa, measures dealers’ satisfaction with automotive brands. NADA has conducted this survey since 2003. In 2015, 42 independently researched brands formed part of the survey which received the highest responses to date. 2015 was a significant year for the survey as it was the first time ten brands received Gold Status. The overall industry average increased by 3.6% to 72.4% in 2015.

Toyota leads three categories including Dealer Satisfaction, Customer Focus and Used Cars. Lexus also leads three categories for the first time in the survey, including Goodwill, Policy Claims & Warranty, Franchise Compliance Audits and Dealer Support.

The survey to the dealers is segmented into thirteen focus areas including Communication and Relationships; Vehicle Range; Parts and Media Support amongst others. The top performing focus area for the fourth consecutive year was Goodwill, Policy Claims & Warranty followed by Franchise Compliance Audits.

“Toyota South Africa Motors will continue to build great relationships with the dealers and support them in their businesses. This will in turn create great customer relations. We will not be complacent, we will strive to achieve better results next year and maintain our first position,” concludes Hamman.