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Commercial Report – August 2009
Contents
Table of ContentsBackground.....................................................................................................................................................1
Survey Results................................................................................................................................................2
Report Structure..................................................................................................................................2
Dealer Confidence & Loyalty ..............................................................................................................2
Communication & Relationships.........................................................................................................3
CSI Program .......................................................................................................................................4
Vehicle Range.....................................................................................................................................4
Franchise Agreements........................................................................................................................5
Franchise Compliance Audits .............................................................................................................5
Vehicle Distribution .............................................................................................................................5
Parts....................................................................................................................................................5
Warranty & Goodwill ...........................................................................................................................6
Dealer Support – Financial .................................................................................................................6
Dealer Support – Training...................................................................................................................6
Dealer Support – Technical Managers ...............................................................................................7
Dealer, Customer and Investor Friendly?..................................................................................................8
Dealer Friendly – Questions & Weightings .........................................................................................8
Customer Friendly – Questions & Weightings ..................................................................................10
Investor Friendly – Questions & Weightings.....................................................................................11
Overall Performance................................................................................................................................... 13
Overall...............................................................................................................................................13
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National Automobile Dealers’ Association – NADA
Commercial Dealer Satisfaction Survey 2009
BackgroundThe National Automobile Dealers’ Association (NADA) in South Africa has for a number of years, measured dealers’ satisfaction with the various manufacturers or importers. The process began in 1996with commercial dealers having been part of the survey since 2007.
The 2009 survey received results from more than 1000 Southern African motor dealersincluding passenger/ light commercial vehicle and commercial vehicle dealers. The participating commercial brands were:
Fuso Freightliner
Iveco Isuzu Truck
Mercedes Benz CV MAN
TATA CV Nissan Diesel
Volkswagen CV Toyota CV (Hino)
Now in its 14th year the results are eagerly anticipated each year by the entire industry and are brought into sharp focus by a gala award ceremony that takes place in August2009.
In 2009 the survey process mainly followed the structure implemented in 2008. The following points are worth mentioning:
All Dealer Principals had the opportunity to take part and provide input.
The data collection method included email, fax and telephonic surveys. The variety of options available to Dealer Principals was seen as instrumental in the improved response rate compared to the 2008 survey.
Dealers were encouraged to consult with their dealer management teams on the questions and as a result answers are well considered responses.
The questions posed were shorter and more “to the point” with fewer “soft” rating scales and more direct “Yes/No” answers – providing much more direct results.
The 2009 survey attempted to include questions relevant to the current economic climate experienced in the South African automotive industry.
The commercial questionnaire, for the first time, was decisively different compared to the passenger questionnaire and included commercial specific terminologies and scenarios.
The 2009 survey leveraged assistance from the majority of dealer council chairmen.
KA SMART Management Consultants (Pty) Ltd (KA SMART) have been involved with the survey since inception and have guided the evolution of the project.
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Survey Results
Report Structure
The survey results are divided into a number of key focus areas – areas of interest to the NADA membership at large. These focus areas are:
Dealer Confidence & Loyalty;
Communication & Relationships;
CSI Program;
Vehicle Range;
Franchise Agreements;
Vehicle Distribution;
Parts;
Warranty & Goodwill;
Franchise Compliance Audits;
Media Support;
Dealer Support – Training; and
Dealer Support – Development.
This report deals with each of these focus areas separately.
In consultation with the NADA executive all questions within each of the focus areas were categorised into three broad groups:
Dealer Friendliness;
Customer Friendliness; and
Investor Friendliness.
This forms a key theme throughout this report and is used to score manufacturers/importers as to their perceived Dealer, Customer or Investor Friendliness.
Dealer Confidence & Loyalty
Two questions are rated in this section. The first question measures the Dealer
Principal’s satisfaction with the Brand. The following question was asked: “How satisfied are you with your Manufacturer/Importer?”This question is asked using a ten point rating scale with one being extremely dissatisfied and 10 being extremely satisfied. The results are calculated using the average score per brand. Please refer to Figure 1.
Figure 1“How satisfied are you with your Manufacturer/Importer?”
83
.1%
80
.0%
77
.1%
76
.4%
74
.5%
74
.4%
69
.2%
68
.9%
66
.7%
57
.9%
74.3%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
MA
N
Toyo
ta
ISU
ZU T
ruc
k
FUSO
Nis
san
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Vo
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Co
mm
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eh
icle
s
Ive
co
TATA
2009
National Average
Following this probe Dealer Principals where asked: “If you were approached by a friend who was interested in buying/purchasing a dealership, how likely are you to provide positive referrals for your current franchise?”
Frederick Reichheld’s Net-promoter analysis1 is based on a similar question and it provides an excellent basis for calculating loyalty.
The question’s output enables the calculation of a “net-promoter score”, which is the ratio of promoters to detractors.
Based on their responses on the 1 to 10 rating scale, dealer principals were grouped into “promoters” (9–10 rating – extremely likely to recommend), “passively satisfied” (7–8 rating), and “detractors” (1–6 rating –extremely unlikely to recommend). By subtracting the percentage of detractors
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from the percentage of promoters a net-promoter score is arrived at. Please view Figure 2.
Net Promoters Analysis
Figure 2 shows the percentage “net promoters” as well as the relative spread of promoters and detractors for each of the manufacturers and importers.
The global benchmark for this analysis –established over many thousands of surveys across all industry types – is 16%.
Communication & Relationships
A key focus of the program each year is to foster and improve communication and dialogue between manufacturers/importers
and dealers. 8 questions covered a number of aspects around communication and relationships. 4 of these questions focused on the tone of the relationship between the dealership and the manufacturer/importer; note the emphasised wording:
1. Communicates openly and honestly
2. Committed to win/win solutions
3. Leaders to behave with fairness and integrity
4. Values people and relationships ahead of short-term profits
The average of these four questions, in combination provides a useful indicator of the state of the relationship between manufacturer/importer and dealer network.
+ 50.0%
+ 46.2%
+ 43.8%
+ 38.7%
+ 36.4%
+ 36.4%
+ 33.3%
+ 22.2%
+ 8.3%
- 35.7%
Toyota
Mercedes Benz
MAN
ISUZU Truck
FUSO
Nissan Diesel
Freightliner
VolkswagenCommercial Vehicles
Iveco
TATA
Figure 2Net Promoter Analysis
83.3%
81.7%
79.8%
79.4%
78.2%
77.0%
72.7%
66.5%
64.8%
55.2% 74.5
%
0.0%
10.0
%
20.0
%
30.0
%
40.0
%
50.0
%
60.0
%
70.0
%
80.0
%
90.0
%
100.0
%
MAN
Freightliner
FUSO
VolkswagenCommercial Vehicles
Toyota
ISUZU Truck
Nissan Diesel
Iveco
Mercedes Benz
TATA
Figure 3Communication & Relationships
2008
2009
Average
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There are strong indications that current relationships between manufacturer/importer and dealers of the following brands areunder strain:
TATA;
Mercedes Benz;
Iveco; and
Nissan Diesel.
CSI Program
Customer Satisfaction Indices (CSI) is easily the most negatively viewed of all manufacturer/importer programs – the trend continued in 2009. Overall more than 45% of the dealer principals believe that CSI programs are ineffective as a management tool.
Figure 4Factors Influenced by CSI Levels
26.7%
15.2% 26.2%16.3% 15.6%
0
5
10
15
20
25
30
35
1 2 3 4 5 6 7 8 9 10
3.3 Parts Supply
3.4 Vehicle Supply
3.5 Vehicle Quality
As shown in Figure 4 a significant number of dealers feel that their Customer Satisfaction levels are negatively affected by Parts supply, Vehicle supply and Vehicle Quality problems – this is indicated by the large % of scores of seven and above.
Vehicle Range
Dealers were asked “Does the range of vehicles available allow you to compete adequately in the market?” And if not “What do you believe is missing from the range?”
The results of the latter question are illuminating:
Fuso dealers want an Extra Heavy Vehicle (EHV) range;
Iveco dealers want a Four Ton vehicle;
TATA dealers want a Six Ton vehicle;
Toyota dealers have noted that they would like to have a 300 Horse Power vehicle range including tractors and cement mixers; and
Volkswagen Commercial Vehicle dealers have noted that they want a HeavyCommercial Vehicle (HCV) range.
Figure 5 represents the percentage of dealers, by make, that believe that the vehicle range available to them allows them to compete adaquately:
96.55%
92.31%
87.50%
80.00%
75.00%
69.23%
63.64%
63.64%
60.00%
11.11%
73
.68
%
0.00%
10.0
0%
20.0
0%
30.0
0%
40.0
0%
50.0
0%
60.0
0%
70.0
0%
80.0
0%
90.0
0%
10
0.00%
ISUZU Truck
Mercedes Benz
MAN
FUSO
Freightliner
TATA
Nissan Diesel
Toyota
Iveco
Volkswagen CommercialVehicles
Figure 5Adaquate Vehicle Range
2008
2009
Na
tiona
l Ave
rage
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Franchise Agreements
This is an area that has always been of concern to dealers. However, the results of the 2009 survey indicate, across industry, an improvement in overall scores received for this section. There were three issues discussed in this section of the survey. On a national scale the results are as follows:
74.8% believe that the investment they have to make in premises to comply with the manufacturer/importers space and facility requiremenents is appropriate – notably however this varies considerably by brand.
91.9% believe that the investment they have to make to comply with the manufacturer/importers technical equipment requiremenents isappropriate.
83.5% believe that the investment they have to make to comply with the manufacturer/importers corporate identity requiremenents is appropriate.
Franchise Compliance Audits
Franchise Compliance Audits are a necessity in any Franchise arrangement –the motor industry is no exception.
More than 70% of dealers feel that franchise audits are reasonably conducted.
Vehicle Distribution
Dealers were asked “Do you get accurate information on the progress of commercial vehicles ordered/allocated to your dealership?” More than 85% of dealers felt that the progress received from the manufacturer/importer is accurate.
Figure 6 illustrates the percentage of dealers satisfied with the condition of new vehicles that arrive at the dealership.
Figure 6
“Using a 10 point scale, where 1 = Poor Condition and 10= Excellent Condition how would you rate the condition of new vehicles that arrive at your dealership?”
92.3
%
85.
9%
82.
9%
82.5
%
82.3
%
81.1
%
70.
0%
67.3
%
35.0
%
83.6
%
78.1%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
MAN Toyota Nissan Diesel ISUZU Truck Iveco MercedesBenz
VolkswagenCommercial
Vehicles
Freightliner FUSO TATA
2008
2009
National Average
Dealers were also questioned regarding the commercial vehicle delivery process. 85.9% of dealers agreed that commercial vehicles are regularly delivered on time.
Parts
In the parts discipline five areas were probed; Parts availability, Parts delivery system, Delivery reliability, Parts return policy and Vehicle Off- Road Assistance (VOR). Selective reporting has been provided in the sections below.
Parts Availability. On this issue, overall, more than 75% of dealers feel that parts availablity is at acceptable levels. Mercedes Benz, Iveco and Nissan Diesel dealers were most satisfied with the availability of parts from their manufacturer.
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Parts Delivery. When it comes to parts delivery systems Freightliner is regarded by their dealers to be the best in the industry, this is obtained by calculating the straight average of scores obtained.
Figure 7 reflects the results obtained when using the average industry worst and industry best scores, by manufacturer.
Figure 7
“Using a 10 point scale, where 1 = Poor Condition and 10= Excellent Condition how would you rate the parts delivery system used by your manufacturer/importer?”
81
.1%
80
.0%
80
.0%
79
.1%
76
.5%
73
.3%
71
.8%
69
.6%
67
.1%
61.
3%
73.5%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
Freightliner Iveco MercedesBenz
FUSO Toyota VolkswagenCommercial
Vehicles
Nissan Diesel ISUZU Truck TATA MAN
2008
2009
National Average
Delivery Reliability. Over 80% of Iveco and Mercedes Benz dealers feel that parts are usually delivered on time.
Parts Return Policy. Mercedes Benz, have a parts return policy that is regarded by most of their dealerships as the “Industry Best”.“Industry Worst” are regarded by most dealers to be Nissan Diesel and TATA.
Vehicle Off-Road (VOR). More than 65% of dealers felt that they do receive urgent parts for VOR assistance. Industry best according to the dealers polled are Nissan Diesel and Fuso.
Warranty & Goodwill
Warranty, Goodwill and “policy claims” support was tested. This is an important area of support and pivotal in customer satisfaction.
Goodwill. The brand that received the highest rating was Volkswagen Commercial Vehicles. 100% of Volkswagen Commercial Vehicle dealers agreed that their manufacturer/importer usually “comes to the
party” when assistance on a Goodwill claim for a customer is needed.
Policy Claims. Best at providing assistance for "Policy Claims" for a customer, (claims for known defects that occur outside of the warrantee period) are Fuso, Isuzu Truck and Mercedes Benz.
Warranty. More than 85% of dealers feel that warranty claim procedures are clear and easy to understand; Nissan Diesel and Volkswagen Commercial Vehicle dealers unanimously agreed with this statement. More than 90% of dealer principals believe that warranty audits are handled fairly. More than 80% of dealers are satisfied that warranty reimbursement payments are made on time each month.
Dealer Support – Financial
Two commonly supported areas are financial assistance to purchase new vehicle stock and financial assistance to purchase demonstration units. New vehicle stock performers were:
Freightliner; and
Fuso.
It can be noted that across industry the average rating out of ten received for this question was 5.8. The brands mentioned above were the only brands scoring above 75% for this question.
In the demonstrators section, Mercedes Benz, Fuso and Freightliner received the highest rating for providing dealers with assistance to purchase demonstrators.
Dealer Support – Training
78.3% of dealers feel that the technical training provided is sufficient. Fewer dealers believe that sufficient non-technical training is provided as this percentage is 71.1%. Best performers for sales training provided are Nissan Diesel and Fuso. Best performers for providing sufficient training for
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customer’s drivers are Nissan Diesel and MAN.
Dealer Support – Technical Managers
Dealers were asked if they believed that the support they receive from the technical sales support manager/s and field technical support manager/s add value to their dealerships. Best in technical sales support are MAN and Toyota. Best in field technical support are Volkswagen Commercial Vehicles and Toyota.
Media Support
This section is dedicated to the marketing, advertising and public relations support provided by the manufacturer/importer for the respective product ranges. A ten point rating scale was used where 1 = not at all and 10 = to a large degree. The results are reflected in Figure 10.
Figure 10Media Support
18.4%
23.9%
43.2%
4.1%
10.4%
0
5
10
15
20
25
30
35
40
45
50
1 2 3 4 5 6 7 8 9 10
12.1 Marketing Support
12.2 Advertising Support
12.3 Public Relations Support
The scores for this section ranged between 58% and 68% making media support one of the lowest rated sections.
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Dealer, Customer and Investor Friendly?NADA determined that issues around the relationship between dealers and their respective manufacturers/importers can be categorised into three types:
1. Dealer Friendly
2. Customer Friendly
3. Investor Friendly
Some questions fall into more than one category and in such cases they are allocated to both groups. The net result is that there are 27 questions that measure Dealer Friendliness, 23questions that measure Customer Friendliness and 15 questions that relate to Investor Friendliness.
NADA allocated an importance factor for each question using a 4 star system. I.e. a question of lesser importance was allocated 1 star vs. a major importance factor of 4 stars.
On this basis, for Dealer Friendliness there are 18 lone stars, 4 two stars, 3 three stars and 2 four stars. By using a simple weighting amongst the Dealer Friendly questions the 1 star questions are weighted 2.3%, the 2 star questions are weighted 4.7%, the 3 star questions are weighted 7.0% and the 4 star questions are weighted 9.3% to derive a score out of 100.
For Customer Friendliness there are 13 lone stars, 6 two stars, 3 three stars and one 4 star. The 1 star questions are weighted 2.6%, the 2 star questions are weighted 5.3%, the 3 star questions are weighted 7.9% and the 4 star questions are weighted 10.5% to derive a score out of 100.
For Investor Friendliness there are 6 lone stars, 4 two stars, 1 three stars and 4 four stars giving a total score of 33. Therefore a lone star in this section is weighted 3.0% a two star is weighted 6.1% a three star is weighted 9.1% and a 4 star is weighted 12.1%.
Dealer Friendly – Questions & Weightings
1.1 How satisfied are you with your Manufacturer/Importer? 9.3
1.3If you were approached by a friend who was interested in buying/purchasing a dealership, how likely are you to provide positive referrals for your current franchise?
9.3
2.1 Communicates openly and honestly 2.32.2 Is committed to win/win solutions 4.72.3 Leaders behave with fairness and integrity 2.32.4 Values people and relationships ahead of it's own short-term profits 2.3
7.5How would you rate the support that you receive to get URGENT parts that are needed when a client's Commercial Vehicle is Off-Road (VOR)?
7.0
7.6 How would you rate the support provided to get parts needed that are not readily available? 4.7
7.7How would you rate the support provided by call centre staff, when Commercial Vehicle problems occur?
4.7
8.3 Are warranty claim procedures clear and easy to understand? 2.38.4 Do you believe that warranty audits are handled fairly? 4.79.2 Do you believe that the Franchise audits are reasonably conducted? 7.0
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10.4Do you believe that your Manufacturer/Importer has effective strategies for Commercial Vehicle financing?
2.3
11.1 How would you rate the TECHNICAL TRAINING provided? 2.311.2 How would you rate the NON TECHNICAL TRAINING provided? 2.311.3 How would you rate the SALES TRAINING provided? 2.311.4 Does your Manufacturer/Importer provide driver training for Customers' Drivers? 2.311.5 How would you rate the TRAINING FOR CUSTOMERS' DRIVERS? 2.3
12.1Does your manufacturer/Importer provide adequate support i.e. marketing your product range?
2.3
12.2Does your manufacturer/Importer provide adequate support i.e. advertising your product range?
2.3
12.3Does your manufacturer/Importer provide adequate support i.e. public relations for your product range?
2.3
12.4 Do you get support from your Manufacturer/Importer for dealer advertising programs? 2.3
13.1Does the support that you receive from the TECHNICAL SALES SUPPORT manager add value to your dealership?
2.3
13.2 How would you rate the TECHNICAL SALES SUPPORT? 2.3
13.4Does the support that you receive from the FIELD TECHNICAL SUPPORT manager add value to your dealership?
2.3
13.5 How would you rate the FIELD TECHNICAL SUPPORT? 2.314.1 How easy is it to do business with your Manufacturer/Importer? 7.0
“Dealer Friendly” Score
77.8
%
77.3
%
77.2
%
76.1
%
75.
6%
75.
0%
73.0
%
70.6
%
67.0
%
58.1
%
72.9%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
MA
N
Nis
san
Die
sel
FUSO
Fre
igh
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Vo
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Toyo
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Me
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nz
Ive
co
TATA
2008
2009
National Average
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Customer Friendly – Questions & Weightings
2.5 Makes it easy for your customers to do business with you 5.32.6 Sets the standard for excellence in its industry 10.52.7 Has a winning dealership strategy in terms of satisfying customers 7.9
3.3 (-)To what degree are your Customer Satisfaction levels influenced by Parts Supply Problems?
2.6
3.4 (-)To what degree are your Customer Satisfaction levels influenced by vehicle supply problems?
5.3
3.5 (-)To what degree are your Customer Satisfaction levels influenced by Commercial Vehicle Quality Problems?
5.3
3.6 (-)To what degree are your Customer Satisfaction levels influenced by poor or inadequate Warranty and Goodwill Support?
5.3
6.1Do you get accurate information on the progress of Commercial Vehicles ordered/allocated to your dealership?
2.6
6.2 Are Commercial Vehicles delivered to your dealership regularly on time? 2.67.1 Is parts availability from your Manufacturer/Importer at acceptable levels? 2.67.2 How would you rate the parts delivery system used by your Manufacturer/Importer? 2.67.3 Are parts regularly delivered on time? 2.6
7.5How would you rate the support that you receive to get URGENT parts that are needed when a client's Commercial Vehicle is Off-Road (VOR)?
7.9
7.6 How would you rate the support provided to get parts needed that are not readily available? 5.3
7.7How would you rate the support provided by call centre staff, when Commercial Vehicle problems occur?
5.3
8.1Is your Manufacturer/Importer usually willing to negotiate when you need assistance on a Goodwill claim for a customer?
7.9
8.2Does your Manufacturer/Importer provide assistance for "Policy Claims" for a customer - for example; claims for known defects that occur outside of the warrantee period?
2.6
10.4Do you believe that your Manufacturer/Importer has effective strategies for Commercial Vehicle financing?
2.6
11.1 How would you rate the TECHNICAL TRAINING provided? 2.611.2 How would you rate the NON TECHNICAL TRAINING provided? 2.611.3 How would you rate the SALES TRAINING provided? 2.611.4 Does your Manufacturer/Importer provide driver training for Customers' Drivers? 2.611.5 How would you rate the TRAINING FOR CUSTOMERS' DRIVERS? 2.6
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“Customer Friendly” Score73
.9%
73.
5%
72.2
%
71.3
%
69.6
%
69.
4%
68.
8%
67.
0%
63.0
%
48.
9%
67.7%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%FU
SO
Fre
igh
tlin
er
Nis
san
Die
sel
MA
N
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nz
Ive
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ISU
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Vo
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Co
mm
erc
ial
Ve
hic
les
TATA
20082009National Average
Investor Friendly – Questions & Weightings
1.1 How satisfied are you with your Manufacturer/Importer? 12.1
1.3If you were approached by a friend who was interested in buying/purchasing a dealership, how likely are you to provide positive referrals for your current franchise?
12.1
2.8 Attracts and retains outstanding people (employees, partners, etc.) 3.0
4.1Does the range of commercial vehicles over 3500kg GVM available from your Manufacturer/ Importer allow you to compete adequately in the market?
12.1
5.1Do you believe that the investment to comply with your Manufacturer/Importers Space and Facility Requirements, is appropriate?
6.1
5.2Do you believe that the investment to comply with your Manufacturer/Importers Technical Equipment Requirements, is appropriate?
6.1
5.3Do you believe that the investment to comply with your Manufacturer/Importers Corporate Identity Requirements, is appropriate?
6.1
7.4 How would you rate the PARTS RETURN POLICY for redundant or aged parts? 3.07.8 Do you believe that the Gross Profit you make on parts is reasonable? 3.08.4 Do you believe that warranty audits are handled fairly? 6.1
8.5Are warranty reimbursement payments, which are correctly submitted, made on time as agreed?
3.0
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10.1Does your Manufacturer/Importer provide financial assistance to purchase New Commercial Vehicle stock?
9.1
10.2Does your Manufacturer/Importer provide financial assistance to purchase required demonstration units?
3.0
10.3Are you satisfied that your average dealer margin on new Commercial Vehicle Sales, including incentives and rebates, are reasonable?
12.1
12.4 Do you get support from your Manufacturer/Importer for dealer advertising programs? 3.0
“Investor Friendly” Score
80.0
%
78.6
%
78.
4%
76.1
%
74.7
%
74.4
%
70.0
%
69.5
%
69.
0%
52.7
%
72.9%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
MA
N
FUSO
Fre
igh
tlin
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ISU
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Me
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s Be
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Toyo
ta
Ive
co
Niss
an
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Co
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erc
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TATA
2008
2009
National Average
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OverallPerformance
Overall
The complete results are presented in the appendix to this report in tabular format. The overall results are reflected in the figure below:
“Overall” Score
76.
4%
76.
1%
76.0
%
72.
6%
72.
2%
71.8
%
71.
8%
68.
9%
67.9
%
52.
3%
70.8%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
FUSO
MA
N
Fre
igh
tlin
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Toyo
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Nis
san
Die
sel
ISU
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Me
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de
s Be
nz
Ive
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Vo
lksw
ag
en
Co
mm
erc
ial
Ve
hic
les
TATA
2008
2009
National Average
Consistently good performances/ratings across most questions result in Fuso leading the scores.MAN and Freightliner performed extremely well and both achieved an overall rating above 75%. Most improved manufacturer/importer for 2009 is Volkswagen Commercial Vehicles.
There appears to be a clear correlation between Dealer Satisfaction and strong brand growth. Where brands are growing strongly and sales demand is good the dealer – manufacturer/importer relationship flourishes. When the brand comes under pressure – the relationship deteriorates; ironically it is in these more difficult times and market conditions that the relationship is even more important, this is where positive leadership and relationship development makes all the difference.
The new survey format has been very successful. Dealer feedback has been positive and the quality and depth of the responses impressive. The 2009 commercial survey has provided commercial dealers with a questionnaire far more reflecting of the commercial environment. Weenvisage further tailoring of the commercial questionnaire in 2010 to provide an even more valuable platform and communication channel between commercial dealer and manufacturer/importer.
APPENDIX
SECTION 1
1 How satisfied are you with your Manufacturer/Importer?
SECTION 2
<< Strongly Disagree Strongly Agree >>
Strongly Agree >>8attracts and retains outstanding people (employees, partners, etc.)
<< Strongly Disagree
Please rate your level of agreement. Your Manufacturer/Importer ('s):
<< Strongly Disagree Strongly Agree >>
<< Strongly Disagree
Strongly Agree >>
Strongly Agree >>
7 has a winning dealership strategy in terms of satisfying customers
If you were approached by a friend who was interested in buying/purchasing a dealership, how likely are you to provide positive referrals for your current franchise?
<< Not at all Likely
<<Extremely Dissatisfied Extremely Satisfied>>
Very Likely >>
Please indicate the diciplines that your dealership includes (tick all boxes applicable)
Do you operate/manage more than one Dealership? If yes please specify how many.
Given free choice how likely are you to be working with this franchise/brand two years from now?
Number
Strongly Agree >>
4
Strongly Agree >>communicates openly and honestly1
<< Strongly Disagree
values people and relationships ahead of it's own short-term profits
2
Remember in the rest of this questionnaire this is the Brand/Franchisor you are reporting on.
<< Not at all Likely Very Likely >>
If yes, what percentage equity do they hold?
%Does your Brand/Franchisor have any, direct or
indirect, shareholding in your dealership?
Email:
Telephone:Dealer code/name:
Dealer Principal:
Is your Dealership part of a Dealer Group?
Manufacturer/Importer:
If Yes; which one?
<< Strongly Disagree2
5 makes it easy for your customers to do business with you
3<< Strongly Disagree
leaders behave with fairness and integrity
is committed to win/win solutions
Strongly Agree >>
6 sets the standard for excellence in its industry
<< Strongly Disagree
3
How long have you been the Dealer Principal for this Brand?
How long has this dealership been open?
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
Sales Dealership Service Dealership Parts Dealership
Used Truck Dealership
Yes
No
Yes
No
Yes
NoN/A
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
SECTION 3
SECTION 4
2
SECTION 5
4
SECTION 6
Using a 10 point scale, where 1 = Poor Condition and 10= Excellent condition how would you rate the condition of new Commercial Vehicles that arrive at your dealership?
Are Commercial Vehicles delivered to your dealership regularly on time?
3
2
<< Poor Condition Excellent Condition >>
1 Do you get accurate information on the progress of Commercial Vehicles ordered/allocated to your dealership?
Does your Brand/Franchise have a Customer Satisfaction Measurement (CSM or CSI) program?
To a Large Degree>>
To a Large Degree>>
<< Not at All
To a Large Degree>>
If not, do you believe that you should have such a program?
<< Not at All
4
To what degree are your Customer Satisfaction levels influenced by Commercial Vehicle Quality Problems?
To what degree are your Customer Satisfaction levels influenced by vehicle supply problems?
<< Not at All
<< Not at All
To what degree are your Customer Satisfaction levels influenced by poor or inadequate Warranty and Goodwill Support?
To a Large Degree>>
To what degree are your Customer Satisfaction levels influenced by Parts Supply Problems?
1
Do you believe that the investment to comply with your Manufacturer/Importers Corporate Identity Requirements, is appropriate?
If No, what do you believe is missing from the range?
5
Do you have any comments to add regarding investement requirements for you dealership?
Does the range of commercial vehicles over 3500kg GVM available from your Manufacturer/ Importer allow you to compete adequately in the market?
1
6
Do you believe that the investment to comply with your Manufacturer/Importers Technical Equipment Requirements, is appropriate?
1
2
3
2
Do you believe that the investment to comply with your Manufacturer/Importers Space and Facility Requirements, is appropriate?
3
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
Yes
No
Yes
No
Yes
No
Yes
No
YesNo
YesNo
Yes
No
Yes
NoN/A
SECTION 7
5
7
SECTION 8
SECTION 9
SECTION 10
<<Very Bad Very Good >>
Are you satisfied that your average dealer margin on new Commercial Vehicle Sales, including incentives and rebates, are reasonable?
<< Never
1
Using a 10 point scale, where 1 = Very Bad and 10 = Very Good, how would you rate the support that you receive to get URGENT parts that are needed when a client's Commercial Vehicle is Off-Road (VOR)?
<< Never
4 << Not At All
Is your Manufacturer/Importer usually willing to negotiate when you need assistance on a Goodwill claim for a customer?
Do you believe that your Manufacturer/Importer has effective strategies for Commercial Vehicle financing?
To A Large Degree>>
3
<<Very Bad Very Good >>
Is parts availability from your Manufacturer/Importer at acceptable levels?
Using a 10 point scale, where 1 = Very Bad and 10 = Very Good, how would you rate the support provided to get parts needed that are not readily available?
Very Good >><<Very Bad
<<Very Bad Very Good >>
Do you believe that warranty audits are handled fairly?
2 Does your Manufacturer/Importer provide assistance for "Policy Claims" for a customer - for example; claims for known defects that occur outside of the warrantee period?
3 Are warranty claim procedures clear and easy to understand?
Does your Manufacturer/Importer provide financial assistance to purchase New Commercial Vehicle stock?
<< Never
8
Very Good >>
Very Good >>
Reasonable >>
Always>>
Does your Manufacturer/Importer provide financial assistance to purchase required demonstration units?
Always>>
1
3
Using a 10 point scale, where 1 = Very Bad and 10 = Very Good, how would you rate the support provided by call centre staff, when Commercial Vehicle problems occur?
<<Very Bad
On 10 point scale where 1 = Unreasonable and 10 = Reasonable, do you believe that the Franchise audits are reasonably conducted?
Always>>2
4
5 Are warranty reimbursement payments, which are correctly submitted, made on time as agreed?
Do you believe that the Gross Profit you make on parts is reasonable?
<< Never Always>>
Does your Manufacturer/Importer conduct Franchise compliance audits? 1
<< Unreasonable2
2
4
6
Using a 10 point scale, where 1 = Very Bad and 10 = Very Good, how would you rate the PARTS RETURN POLICY for redundant or aged parts?
Using a 10 point scale, where 1 = Very Bad and 10 = Very Good, how would you rate the parts delivery system used by your Manufacturer/Importer?
<<Very Bad
Using a 10 point scale, where 1 = Very Bad and 10 = Very Good, are parts regularly delivered on time?
1
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
Yes
No
Yes
No
Yes
No
Yes
No
Yes
No
Yes
No
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
Yes
No
1 2 3 4 5 6 7 8 9 10
SECTION 11
4
5
SECTION 12
2
3
SECTION 13
2
3
5
6
Using a 10 point scale, where 1 = Very Bad and 10 = Very Good, how would you rate the FIELD TECHNICAL SUPPORT?
<<Very Bad Very Good >>
1
4 Do you get support from your Manufacturer/Importer for dealer advertising programs?
To a Large Degree>>
3
1
Do you have any comments to add regarding FIELD TECHNICAL SUPPORT?
2 <<Very BadUsing a 10 point scale, where 1 = Very Bad and 10 = Very Good, how would you rate the NON TECHNICAL TRAINING provided?
4 Does the support that you receive from the FIELD TECHNICAL SUPPORT manager add value to your dealership?
<< Not At All Quite a lot >>
Using a 10 point scale, where 1 = Very Bad and 10 = Very Good, how would you rate the TECHNICAL SALES SUPPORT?
Do you have any comments to add regarding TECHNICAL SALES SUPPORT?
<< Not at All To a Large Degree>>
Does your manufacturer/Importer provide adequate support i.e. advertising your product range?
<< Not at All To a Large Degree>> Does your manufacturer/Importer provide adequate support i.e. public relations for your product range?
Does the support that you receive from the TECHNICAL SALES SUPPORT manager add value to your dealership?
<< Not At All
<<Very Bad Very Good >>
<< Not at All
Very Good >>
Does your Manufacturer/Importer provide driver training for Customers' Drivers?
<<Very Bad
Using a 10 point scale, where 1 = Very Bad and 10 = Very Good, how would you rate the TECHNICAL TRAINING provided?
<<Very Bad Very Good >>
Using a 10 point scale, where 1 = Very Bad and 10 = Very Good, how would you rate the SALES TRAINING provided?
Does your manufacturer/Importer provide adequate support i.e. marketing your product range?
Very Good >>
<<Very Bad Very Good >>
Using a 10 point scale, where 1 = Very Bad and 10 = Very Good, how would you rate the TRAINING FOR CUSTOMERS' DRIVERS?
1
Quite a lot >>
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
Yes
No
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
YesNo
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
SECTION 141
2 What is the one thing your Franchisor can do to increase your loyalty to them?
4 Why would you choose that Franchise?
SECTION 15
1 R (excluding VAT)
2 R (excluding VAT)
3 R (excluding VAT)
4 R (excluding VAT)
5
SECTION 16
2
F&I or Business Manager 2:
<< Extremely Difficult
What is your current MAINTENANCE PLAN LABOUR RATE?
When do you annually review your RETAIL LABOUR RATE? (which month)
Extremely Easy>>
If you could choose another Commercial Vehicle franchise which one would you most like to have?
What is your current RETAIL LABOUR RATE at your dealership?
What is your current warranty re-imbursement LABOUR RATE?
What is your current SERVICE PLAN LABOUR RATE?
3
1 NADA is the national body that represents the interests of all the dealers. What do you think the main priority of NADA’s activities over the next 12 months should be?
<< Very Poor Excellent>>
Email:
4
Using a ten point rating scale, where 10 = Extremely Easy, and 1 = Extremely Difficult, how easy is it to do business with your Manufacturer/Importer?
Signed: Date:
Parts Manager:
Service Manager:
Using a ten point rating scale, where 10 = Excellent and 1 = Very Poor, how do you rate NADA on communication and keeping dealers Informed.
Email:
Sales Manager: Email:
Very Likely >>
Email:
Finally we would like to use this opportunity to update the NADA database. Please provide the following information:
Email:
3 If you were approached by another dealer who is not a NADA member how likely are you to recommend that he become a NADA member?
<< Not at all Likely
Used Commercial Vehicle Manager:
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
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VW
Sample 9 11 31 12 16 13 11 14 34 9
2008 62.3 64.9 51.8 # 58.1 61.0 66.2 49.8 74.8 57.6 66.8 49.5 58.8 48.4
Overall 70.8 75.1 69.6 # 76.0 76.4 71.8 68.9 76.1 71.8 72.2 52.3 72.6 67.9
Dealer Friendly (20%) 72.9 76.9 71.2 # 76.1 77.2 73.0 67.0 77.8 70.6 77.3 58.1 75.0 75.6Customer Friendly (40%) 67.7 72.0 67.5 # 73.5 73.9 67.0 68.8 71.3 69.4 72.2 48.9 69.6 63.0
Investor Friendly (40%) 72.9 77.8 69.7 # 78.4 78.6 76.1 70.0 80.0 74.7 69.5 52.7 74.4 69.0#1.1 How satisfied are you with your Manufacturer/Importer? 74.3 76.9 69.0 # 74.4 76.4 77.1 66.7 83.1 69.2 74.5 57.9 80.0 68.91.3 Provide positive referrals for your franchise to a friend wanting to buy a dealership 80.6 83.6 80.3 # 83.3 81.8 81.9 70.0 83.8 85.4 80.0 58.6 87.6 81.1#2.1 communicates openly and honestly 74.2 79.0 66.5 # 81.1 79.1 77.7 63.3 83.8 65.4 70.0 55.0 78.2 78.92.2 is committed to win/win solutions 74.2 80.5 66.1 # 85.6 82.7 77.4 63.3 81.3 61.5 74.5 54.3 78.2 76.72.3 leaders behave with fairness and integrity 77.3 82.8 72.1 # 84.4 83.6 79.7 70.0 86.9 71.5 73.6 57.1 80.3 80.02.4 values people and relationships ahead of it's own short-term profits 72.3 76.0 70.1 # 75.6 73.6 73.2 69.2 81.3 60.8 72.7 54.3 76.2 82.22.5 makes it easy for your customers to do business with you 72.8 76.7 67.7 # 77.8 76.4 75.2 65.8 81.3 63.8 74.5 54.3 76.8 73.32.6 sets the standard for excellence in its industry 75.5 79.8 73.8 # 80.0 79.1 75.2 71.7 86.3 76.9 75.5 50.0 80.3 73.32.7 has a winning dealership strategy in terms of satisfying customers 74.0 79.1 70.6 # 80.0 81.8 76.5 70.0 82.5 72.3 74.5 52.1 75.6 70.02.8 attracts and retains outstanding people (employees, partners, etc.) 68.0 72.1 68.0 # 72.2 68.2 71.6 68.3 76.7 55.4 71.8 53.6 67.9 72.2#3.3 To what degree are your Customer Satisfaction levels influenced by Parts Supply Problems? 31.0 39.3 27.6 # 41.3 37.0 22.9 45.8 36.0 30.8 40.0 29.2 27.1 20.03.4 To what degree are your Customer Satisfaction levels influenced by vehicle supply problems? 42.7 48.9 40.0 # 55.0 49.0 41.2 55.0 48.5 46.9 43.3 31.7 39.7 22.23.5 To what degree are your Customer Satisfaction levels influenced by Commercial Vehicle Quality Problems? 42.6 53.4 36.8 # 55.0 54.0 37.3 60.8 40.7 43.8 36.7 15.8 51.6 21.13.6 To what degree are your CSI levels influenced by poor or inadequate Warranty and Goodwill Support? 41.1 45.3 36.2 # 47.5 39.0 40.4 60.0 38.0 33.8 44.4 22.5 45.6 35.6#4.1 Does the range of vehicles over 3500kg GVM available allow you to compete adequately in the market? 73.7 85.6 63.6 # 75.0 80.0 96.6 60.0 87.5 92.3 63.6 69.2 63.6 11.1#5.1 the investment to comply with your Manufacturer/Importers Space and Facility Requirements, is appropriate? 74.8 81.1 66.7 # 66.7 72.7 83.9 72.7 93.8 61.5 72.7 35.7 85.3 66.75.2 the investment to comply with your Manuf./Importers Technical Equipment Requirements, is appropriate? 91.9 100.0 87.8 # 100.0 100.0 87.1 91.7 87.5 100.0 100.0 78.6 94.1 88.95.3 the investment to comply with your Manufacturer/Importers Corporate Identity Requirements, is appropriate? 83.5 89.7 81.8 # 88.9 90.9 90.0 81.8 100.0 69.2 81.8 57.1 82.4 88.9#6.1 you get accurate information on the progress of Commercial Vehicles ordered/allocated to your dealership 87.3 97.7 79.3 # 100.0 90.9 83.9 75.0 85.7 100.0 100.0 71.4 90.9 77.86.2 Are Commercial Vehicles delivered to your dealership regularly on time? 85.9 98.1 79.3 # 100.0 100.0 83.9 66.7 92.3 84.6 100.0 71.4 87.9 77.8#7.1 Is parts availability from your Manufacturer/Importer at acceptable levels? 75.8 89.7 71.9 # 88.9 80.0 57.1 90.0 80.0 92.3 90.0 69.2 81.3 44.47.2 how would you rate the parts delivery system used by your Manufacturer/Importer? 73.5 79.8 70.2 # 81.1 79.1 69.6 80.0 61.3 80.0 71.8 67.1 76.5 73.37.3 are parts regularly delivered on time? 73.7 77.7 72.1 # 78.9 73.6 72.9 82.5 68.0 80.8 71.8 65.0 74.1 73.37.4 how would you rate the PARTS RETURN POLICY for redundant or aged parts? 60.8 72.7 54.4 # 70.0 74.0 64.8 53.3 73.6 75.8 30.0 38.6 62.5 57.87.5 support you receive to get URGENT parts needed when a client's Commercial Vehicle is Off-Road (VOR)? 69.7 75.0 69.0 # 73.3 78.2 69.3 69.2 75.3 73.8 77.3 58.6 64.7 68.97.6 how would you rate the support provided to get parts needed that are not readily available? 64.2 70.3 63.5 # 73.3 68.2 64.0 63.3 74.0 70.8 69.1 44.3 60.9 64.47.7 how would you rate the support provided by call centre staff, when Commercial Vehicle problems occur? 66.1 72.1 63.0 # 72.2 75.5 71.8 68.3 65.0 62.3 80.0 51.4 58.2 70.07.8 Do you believe that the Gross Profit you make on parts is reasonable? 63.4 69.3 53.8 # 54.4 53.6 69.3 69.2 72.0 44.6 56.4 45.7 74.7 62.2#8.1 Is your Manufacturer/Importer usually willing to negotiate assistance on a Goodwill claim for a customer? 84.1 95.4 77.7 # 66.7 81.8 96.7 91.7 80.0 76.9 81.8 35.7 97.0 100.08.2 provide assistance for "Policy Claims" for customers - eg;known defects occuring outside warrantee period 85.4 92.0 80.8 # 88.9 100.0 93.1 83.3 80.0 92.3 90.9 42.9 91.2 77.88.3 Are warranty claim procedures clear and easy to understand? 86.1 95.7 72.4 # 66.7 81.8 86.7 91.7 86.7 69.2 100.0 64.3 97.1 100.08.4 Do you believe that warranty audits are handled fairly? 91.1 97.0 86.5 # 88.9 90.9 96.7 91.7 80.0 69.2 100.0 85.7 97.1 100.08.5 Are warranty reimbursement payments, which are correctly submitted, made on time as agreed? 84.3 90.7 84.7 # 88.9 90.0 89.7 83.3 92.3 83.3 90.9 28.6 94.1 88.9#9.2 do you believe that the Franchise audits are reasonably conducted? 73.7 77.8 68.3 # 77.8 77.3 77.7 74.0 77.9 66.2 66.4 56.2 76.8 80.0#
10.1 Does your Manufacturer/Importer provide financial assistance to purchase New Commercial Vehicle stock? 58.0 72.8 50.3 # 83.8 78.2 47.3 60.9 60.7 74.6 46.4 30.0 59.4 67.510.2 Does your Manufacturer/Importer provide financial assistance to purchase required demonstration units? 53.6 78.9 44.4 # 83.3 83.6 37.6 58.2 62.1 86.2 45.5 22.1 44.1 65.610.3 average dealer margin on new Commercial Vehicle Sales, including incentives and rebates, are reasonable 61.7 70.3 60.9 # 77.8 69.1 61.3 68.2 70.7 60.8 47.3 33.6 62.2 76.710.4 Do you believe that your Manufacturer/Importer has effective strategies for Commercial Vehicle financing? 56.7 69.0 44.0 # 73.3 75.5 51.0 33.6 58.5 70.8 37.3 41.7 63.8 58.9#11.1 how would you rate the TECHNICAL TRAINING provided? 78.3 80.7 74.9 # 74.4 74.0 79.7 80.0 82.0 76.2 85.6 68.6 80.9 76.711.2 how would you rate the NON TECHNICAL TRAINING provided? 71.1 74.3 70.5 # 72.2 75.0 70.3 72.2 62.7 71.5 85.6 52.5 76.4 71.111.3 how would you rate the SALES TRAINING provided? 73.0 76.3 72.8 # 76.7 79.0 73.0 73.3 74.6 75.4 85.6 56.2 72.7 70.011.4 Does your Manufacturer/Importer provide driver training for Customers' Drivers? 72.0 98.3 54.2 # 100.0 100.0 44.0 50.0 93.3 90.0 100.0 81.8 66.7 42.911.5 how would you rate the TRAINING FOR CUSTOMERS' DRIVERS? 66.3 76.9 57.6 # 73.8 77.8 56.7 57.5 80.0 74.2 86.0 61.8 58.1 48.3#12.1 Does your manufacturer/Importer provide adequate support i.e. marketing your product range? 67.7 76.4 66.6 # 80.0 80.9 66.6 50.0 78.0 71.5 67.0 55.0 67.0 66.712.2 Does your manufacturer/Importer provide adequate support i.e. advertising your product range? 67.7 74.7 65.1 # 75.6 78.2 64.5 53.3 77.3 70.8 72.0 57.1 67.0 70.012.3 Does your manufacturer/Importer provide adequate support i.e. public relations for your product range? 67.0 73.3 61.8 # 75.6 73.6 63.8 50.8 77.9 72.3 71.0 52.3 70.9 61.112.4 Do you get support from your Manufacturer/Importer for dealer advertising programs? 58.0 68.6 50.5 # 37.5 50.0 51.9 60.0 57.1 66.7 90.0 69.2 43.3 88.9#13.1 the support that you receive from the TECHNICAL SALES SUPPORT manager adds value to your dealership71.2 75.1 65.5 # 67.8 71.8 67.0 61.7 80.0 63.8 73.6 65.0 78.8 75.613.2 how would you rate the TECHNICAL SALES SUPPORT? 71.1 76.4 67.1 # 68.9 70.9 66.6 60.8 78.7 70.8 72.7 60.8 77.6 78.913.4 the support that you receive from the FIELD TECHNICAL SUPPORT manager adds value to your dealership71.5 76.5 64.5 # 71.1 68.2 71.0 63.3 74.0 60.8 77.3 60.0 78.8 84.413.5 how would you rate the FIELD TECHNICAL SUPPORT? 70.8 75.8 64.9 # 71.1 67.3 70.3 64.2 71.3 61.5 77.3 55.7 78.8 84.4#14.1 how easy is it to do business with your Manufacturer/Importer? 73.7 77.1 70.5 # 74.4 74.5 76.3 68.3 78.7 69.2 77.3 49.2 76.8 87.5
NADA - DSi 2009Commercial Vehicles
Tel: +27 (0)41 364 0211SMART Access: 086-11-SMART (086-11-76278)Fax: +27 (0)41 365 0959Email: [email protected]: www.kasmart.co.za
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