Toyota earns highest dealer satisfaction in Europe
The European Automotive Retailer Satisfaction (EARS) initiative, the first of its kind to measure and compare dealer satisfaction across major European markets, has released its results for the year 2024.
The study, which emerged from a discussion between Italian consultancy Quintegia and AUTOHAUS, is not just about numbers and measurements, but also about fostering a constructive dialogue between manufacturers and their networks.
Toyota has topped the EARS initiative this year, with Alberto Santilli, Chief Executive Officer of Toyota Motor Italy, expressing pride in receiving the award. Toyota's success is not a surprise, given their consistent focus on dealer satisfaction.
In second place, we find the European brand BMW, followed by Dacia in third and Mercedes-Benz in fourth. Cupra rounds off the top five.
The EARS initiative measures and compares dealer satisfaction across various topics, including sales, profitability, marketing, strategic orientation, customer service, and support for the transition to electrification.
More than 3,000 dealers participated in the 2024 EARS surveys, filling out over 6,500 questionnaires for the brands they represent. The study provides automotive manufacturers with a comparative view of their performance in a highly competitive environment.
For dealers, the EARS initiative is a valuable tool to express their concerns and wishes, helping to create a healthier, more resilient industry. For manufacturers, the EARS initiative provides actionable information on how to strengthen their dealer network.
The EARS initiative also contributes to strengthening networks and provides information for strategic decisions. Future editions of the EARS study will delve deeper into the dialogue and provide new insights into collaboration in uncertain times.
The EARS study has a special significance for the German market, being Europe's largest automotive market. However, no suitable information on a German research institute involved in the EARS study in 2024 was found in the provided search results.
The EARS initiative makes the sentiment of dealers visible, fostering a constructive debate between manufacturers and their networks. This transparency is crucial for improving relationships and ensuring the success of both parties in the ever-evolving automotive industry.
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