Mitsubishi Motors SA secures fourth Gold status at NADA DSI awards
Left to right - Brandon Cohen (National Chairperson - NADA), Steven Terblans (General Manager Aftersales - MMSA), Nic Campbell (General Manager Sales - MMSA), Ghana Msibi (CEO WesBank)

Mitsubishi Motors South Africa has recorded another impressive performance in the latest National Automotive Dealer Association (NADA) Dealer Satisfaction Index, scoring a Gold status award for the fourth year in a row.

The NADA Dealer Satisfaction Index has been measuring dealer’s satisfaction with their various OEM brands since 1996 with Lightstone responsible for conducting the research since the survey’s inception. In 2024 a total of 35 independently researched brands formed part of the survey. 1481 responses were received and 1 290 of these responses were from passenger and light commercial vehicle dealerships. 40 Mitsubishi dealerships participated in this year’s survey.

Mitsubishi was able to secure Gold status in 2024 which resulted in the brand outperforming the industry once again, while upholding its reputation of excellent performance in the NADA DSI awards in recent years.

In 2021 Mitsubishi were the most improved brand in the survey and in 2022 a platinum award was narrowly missed, which is testament to the brands continued drive for marginal improvements as it strives for excellence in all areas of the business.

“Despite our consistently good performance in recent times, the NADA DSI survey remains a great tool for highlighting areas where further improvements can be made. The survey questionnaire goes into great detail with 65 questions, covering all aspects of dealer operations and the dealer OEM relationship. This provides an excellent insight into how our dealer partners perceive the relationship and where they feel we can do better,” says Jeffrey Allison, General Manager Marketing for Mitsubishi Motor South Africa.

Mitsubishi dealers scored the brand favourably in numerous categories that form part of the survey including the vehicle distribution category, which measures overall satisfaction with the vehicle ordering system, where Mitsubishi improved from 11th position last year to fourth this year. Scoring also revealed significant improvements in categories measuring the workshop labour rate, the availability of stock, the timeous delivery of new vehicles to dealerships and parts availability amongst others.

Mitsubishi also scored 100 percent in multiple categories including those that measure the ease of new vehicle warranty claims procedures and the ease of extended vehicle warranty claims procedures, showcasing the brands commitment to customer service.

“In the last four years Mitsubishi Motors South Africa have implemented numerous initiatives aimed at improving all aspects of our business and our consistent performance with four gold awards in four years in a challenging post COVID-19 environment is testament to this strong foundation of well-developed processes,” adds Allison.

Mitsubishi Motors SA look forward to leveraging this great relationship with their dealer network as they prepare to launch a variety of new products over the next 12 months, including the all-new Mitsubishi Triton.

“The relationship between Mitsubishi Motors SA and our dealer network is of paramount importance to the ongoing success of the brand in South Africa. It is the reason why we continue to prioritise our dealer network and ensure that there is nothing standing in the way of them being successful,” concludes Allison.