Annual Ford Dealer Awards Celebrate and Recognise Dealer Relationships and Performance
Group Dealer of the year - From right to left: Neale Hill – President: Ford Motor Company Africa Pine Pienaar - Franchise Director: Human Group
  • Dealers are the contact point for customers and their success directly contributes to Ford's success
  • The Dealer Satisfaction Index (DSI) and the work that accompanies itplays a critical role in enhancing Ford dealer sentiment
  • Ford’s collaborative approach is essential for building a favourable partnership with Dealer Council

Ford South Africa’s Annual Merit Club and  Dealer Awards remain a highlight of the year, celebrating the hard work, dedication, and passion of more than 150 Forddealers and distributors in Southern Africa. The awards recognised performance across various areas, including sales, aftersales, Ford Credit, Ford Protect, profitability, and dealer standards.

At the Beginning of Year Conference Neale Hill, President of Ford Motor Company Africa, highlighted the significance of the partnership between the dealer network and Ford South Africa.

“The dealers are the brand's face for customers and their success directly contributes to Ford's success. The collaborative efforts of teams and dealer partners is enhancing the customer experience, leading to increased service offerings and customer satisfaction ratings. Innovative initiatives like Pick Up and Delivery and Express Service were introduced to elevate service standards, resulting in record sales numbers and improved customer feedback,” says Hill.

In reference to the Dealer Awards, Ford South Africa highlighted the pivotal role of the Dealer Satisfaction Index (DSI) in fortifying dealer sentiment and relationships. The DSI, an annual survey administered by the National Automobile Dealers’ Association(NADA), serves as a barometer of dealer satisfaction across various facets of their association with Ford. This feedback is of immense value, providing dealers with a platform to offer insights while enabling Ford to gauge the efficacy of its dealer network strategies.

The significance of dealer sentiment feedback, indicating the robust and positive relationship between Ford and its dealers,is likely to yield positive results for all stakeholders and customers.Such relationships cultivate heightened loyalty, performance, and competitiveness within the market. Dealer satisfaction significantly impacts customer experiences, perceptions, and purchasing decisions, thus solidifying its position as a cornerstone of Ford's business strategy.

To address any potential issues identified in the DSI survey, a new seven-step process has been implemented by Ford. This process encompasses acknowledging feedback, communicating its significance, pinpointing root causes, devising action plans, providing resources and support, monitoring progress, and commemorating successes.

This ties in with the concept of Ford Operating System (OS)behaviours, which define the expected norms, values, and attitudes for Ford employees when engaging with each other and dealer partners. These behaviours aim to build the relationship with dealers and enhance collaboration and partnerships. The Ford OS strategy, shared by Neale Hill, encompasses Company Values and Culture, Customer-Centric Approach, Innovation and Technology, Business Processes, and Collaboration and Partnerships.

At the conclusion of theDealer Awards, Rola Ford Robertson received the overall Ford National Dealer of the Year Award, with Lazarus Ford receiving the Category A Dealer of the Year, and the Human Auto Group named the Group Dealer of the Year. This was the first time in years that a small rural Dealer received the coveted overall award, underpinned by Dealer Principal Karen Moller and her teams’ hard work and dedication.

Congratulations to all the winners!

Dealer of the Year 2023

Winner

Category E

Rola Ford Robertson

Dealer of the Year 2023

Winner

Category D

Action Ford Mokopane

Dealer of the Year 2023

Winner

Category C

Halfway Ford Waterfall

Dealer of the Year 2023

Winner

Category B

Action Ford Roodepoort

Dealer of the Year 2023

Winner

Category A

Lazarus Ford

National Dealer of the Year 2023

Winner

Overall

Rola Ford Robertson

Group Dealer of the Year 2023

Winner

Overall

Human Auto Group