In November 2023, the Canadian Automobile Dealers’ Association (CADA) conducted its 34th annual Dealer Satisfaction Index (DSI) Survey.
Each year the DSI Survey measures the satisfaction of the dealers with their respective brands across 17 broad areas. The survey continues to be an effective tool for dealers and Original Equipment Manufacturers (OEMs) to analyze their respective operations, improve their business relationships, and prosper together.
In 2023, the response rate reached its highest level in recent years with over 75% of dealers in Canada completing surveys.
“In a particularly challenging year for dealers and our industry as a whole, we are pleased to see such high interest in the Dealer Satisfaction Index Survey,” said Tim Reuss, President and CEO at CADA. “This clearly demonstrates the support from dealers and brands for this benchmark industry survey and allows us to see how dealers and manufacturers can continue to strengthen their work together as we move into economic recovery and an improved supply situation in 2024.”
To recognize strong performance by manufacturers, CADA presented special awards today to the top performers in the DSI 2023 Survey.
For brands with 100 or fewer dealers the following awards were presented:
- Highest Overall Satisfaction: Subaru (11th consecutive year)
- Most Effective Dealer Communications: Subaru
- Most Improved Overall Satisfaction: Mitsubishi
For those brands with 101 or more dealers the following awards were presented:
- Highest Overall Satisfaction: Mazda (5th consecutive year)
- Most Effective Dealer Communications: Mazda (5th consecutive year)
- Most Improved Overall Satisfaction: Volkswagen
“We are also very pleased with the response to the questions regarding the future concerns of dealers,” continued Reuss. “The results of this section of the DSI highlight areas of concern to dealers that should form an integral part of strategic discussions between dealers and their manufacturers.”
The DSI awards were presented to the OEMs and their respective dealer councils by Alex Baum (Chair, CADA Industry Relations Committee), Tim Reuss (President & CEO, CADA), Timothy Ryan (Vice-President and Director Industry Relations & General Counsel, CADA), and Peter Viney (Industry Relations Manager, CADA) during ceremonies held during the CADA Summit.
The Canadian Automobile Dealers Association (CADA) is the national association for franchised automobile dealerships that sell new cars and trucks. Our 3,200 dealers represent a key sector of Canada’s economy. Through our dealers, we are represented in nearly every community and those dealers collectively employ nearly 160,000 people across the country.
