Hyundai Automotive South Africa’s dealer network has achieved the top score in the 2021 Dealer Satisfaction survey conducted by the National Automobile Dealers’ Association.
Hyundai showed a 3,2% improvement compared to its performance in the 2019 survey and was consistently among the top-scorers in most of the categories used for the report structure. No survey was conducted in 2020 due to the Covid-19 pandemic.
NADA in South Africa has, for a number of years, measured dealers’ satisfaction with the various automotive brands. In 2021 a total of 39 independently researched brands took part in the survey. Altogether 1 223 responses were received and 1 054 of these responses were received from passenger/light commercial vehicle dealerships.
“A brand that achieves a top score in such a dealer satisfaction index is one that delivers a superior service to its customers. We are proud to be rated so highly in several categories by our dealers for our support and logistical services,” said Stanley Anderson, sales and operations director of Hyundai Automotive South Africa. “It is most satisfying to see that the work and investment that we put into our dealer network pays off.”
Lightstone, which conducts the research in the survey, has included various in-depth analyses including problem area analysis, density plots and regression analysis as part of the report. Now in its 25th year, the results are eagerly anticipated by the industry and the results are brought into sharp focus during a gala award ceremony hosted annually.
Hyundai, with the top mark, and Mini, in second place, both achieved platinum status in 2021 for scores above 85%, while eleven manufacturers achieved gold status. Four brands were awarded silver in 2021 and five brands achieved bronze status.
An analysis shows Hyundai has significantly improved its dealer scores in 2021 compared to 2019. In 2019 there appeared to be two groups of dealers of similar sizes: The less satisfied group had an average of around 80, and the smaller, more satisfied group of dealers were located between scores of 90 and 100.
In 2021 there is now a large group of Hyundai dealers with scores of around 90 and fewer dealers scoring lower than 85 than there were in 2019.
One of the categories where Hyundai outscored all other brands is Media Support. Here dealers were asked about their manufacturer or importer’s brand and advertising support as well as the effectiveness of their digital marketing strategies.
In the category Goodwill, Policy Claims & Warranty Hyundai was among the top three performers for support received from the manufacturer or importer regarding goodwill claims, clarity of the warranty claims procedures, fairness and relevance of warranty audits and whether reimbursement payments are timeously made.
In the section where dealers were polled about their satisfaction with their manufacturer or importer’s branded approved Used Car Programme, Hyundai scored the second-best result.
The survey also showed that Kia and Hyundai dealers were most satisfied of all brands with their CSI programmes. A CSI programme is the vital window connecting a customer’s satisfaction with a specific brand. This section probes the perceived effectiveness of a customer satisfaction programme as a management tool and in improving the business, and whether the CSI programme is used to reward dealers.
Although the Vehicle Distribution category reflected the least dealer satisfaction in 2021 among most brands, Hyundai was one of only four brands that showed an improvement in this regard in 2021. All the other manufacturers noted a significant decline in their scores. This category focusses on overall satisfaction with the vehicle ordering and allocation system, availability of stock and the ability to provide the dealer with the right mix of vehicle models and on time.
The survey results are divided into several key focus areas that are of interest to the NADA membership at large. The structure of this report is segmented accordingly as a foundation to provide summary results. The other focus areas, apart from the ones mentioned above, are Dealer Satisfaction; Communication and Relationships; Dealer Target Setting; Vehicle Range; Parts; Franchise Compliance Audits; Dealer Support; Labour Rates and Covid-19 Support.
Generally, dealers are most satisfied with their brand’s support in the Goodwill, Policy Claims & Warranty category, closely followed by Media Support, with both categories scoring above 85%.
Scores improved in six categories since 2019, while the areas not performing as well as before are Used Cars, Parts and Vehicle Distribution. Vehicle Distribution was the aspect of their business that dealers were least satisfied with.