Federation of Automobile Dealers Associations starts dealer satisfaction study

To understand & quantify dealer expectations from OEMs and to measure how OEMs perform in meeting or do they exceed dealer expectations


FADAFederation of Automobile Dealers Associations (FADA) has said it is initiating Annual Dealer Satisfaction Study.

The study by the apex national body of automobile retail in India is being done in association with PremonAsia, a consumer-insight led consulting and advisory firm based out of Singapore.

The study will serve the following objectives: To measure how OEMs perform in meeting or do they exceed dealer expectations, to understand & quantify dealer expectations from OEMs, to identify how dealers foresee the evolving automotive retail business, To identify gaps that impact OEM-Dealer partnership across all key business aspects, and to provide actionable insights that OEMs & dealers can work together in enhancing their business partnership.

FADA president, Vinkesh Gulati said, “I am delighted to announce that FADA in partnership with PremonAsia has initiated the most in-depth study which we are going to take in next few months.”

He said that with a sizable sample, FADA – DSS will provide adequate representation from every quarter and cutting across all categories of vehicles.

The study will also have a good demographic mix coupled with urban and rural balance, Gulati said and added: We are excited to release the final report by end of June 2021. I am confident that the survey will act as our report card to manufacturers and will enable to highlight best practices as well as close the gaps wherever possible.

According to FADA Secretary C S Vigneshwar who heads this project, “This study comes at a crucial time when the industry is facing unprecedented headwinds.

This is the first large scale study that is done for the dealers, by the dealers and from the Dealers Association to see how manufacturers are supporting their dealership networks.

Deep dive

He added: “We intend to deep dive into every aspect of dealership management and to highlight the best practices followed by manufacturers in keeping a profitable and
sustainable dealer network.”

PremonAsia Founder and CEO, Mr Rajeev Lochan stated, “We are excited to partner FADA in offering 2021 Dealer Satisfaction Study, first of many new initiatives designed to serve the business needs of the automotive sector.”

Lochan said the industry is emerging from one of the most challenging times witnessed in
the recent history. The idea of this study is not just to examine the drivers of a successful OEM-Dealer business partnership, but to go deeper in exploring how the future of automotive retail business is likely to evolve in the new post-COVID world.

(With inputs from Automotive Lead Research Team)

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