Mitsubishi Motor Sales of Canada (MMSCAN) knows that the more than 1,200 employees at its 97 dealerships across Canada are a vital connection with customers.

On Wednesday, Feb. 14, MMSCAN President and CEO Kenji Harada joined MMSCAN Director, Sales Operations Barb Collins in accepting the Most Improved in Overall Satisfaction award for OEMs with 100 or fewer dealerships by the Canadian Automobile Dealers Association (CADA) at the association’s annual summit.

The honour was part of the 2023 Dealer Satisfaction Index awards ceremony held in Toronto. The CADA is the national association for franchised automobile dealerships that sell new cars and trucks, representing more than 3,200 dealers, which employ more than 140,000 people across the country.

Dealer Satisfaction Index Survey

The awards are the result of the Dealer Satisfaction Index Survey that goes out to dealers at the end of each year. Now in its 34th year, the survey is an important tool to confidentially measure feedback in the partnership between dealerships and OEMs. The response rate from all CADA dealers was 75% in 2023, while 79% of Mitsubishi dealers responded.

For Mitsubishi Motor Sales of Canada, which has been operating in Canada for 21 years, the Most Improved award is a sign that the collaboration with its 97 dealer partners continues to strengthen.

“I would like to thank our dealer partners for providing their feedback and participating in the 2023 Dealer Satisfaction Index survey,” Harada said. “We greatly respect our dealerships and value their opinions. Continuously working to improve our business relationship with our dealerships is an important priority for us, so this award means a lot.”