These are the words of Brandon Cohen, Chairperson of the National Automobile Dealers’ Association (NADA) at the unveiling of the results of its 2025 Dealer Satisfaction Index (DSI) Survey.

“But at the heart of our industry, people still buy from people. The OEMs and dealer networks that succeed will be those who embrace innovation while continuing to build authentic human relationships. Fostering genuine connection, alongside technological advancement, will define long-term success,” Brandon says.

In his opening address at the NADA DSI Awards, WesBank CEO Ghana Msibi emphasised the event's crucial role: "The NADA DSI Awards are an important platform for strengthening relationships within the local automotive sector, bringing together financial institutions, manufacturers and importers, as well as the dealers who have been the catalyst for the strong performance we've seen in the sector over the past few months.”

In the face of shifting market dynamics, the 2025 study provides fresh insight into the evolving needs of dealerships, the performance of manufacturers and the future direction of the industry, particularly as it grapples with affordability, electric vehicle adoption and increasingly complex consumer expectations.

World-Class benchmarking, local relevance:

Ahead of this year’s research, NADA benchmarked its methodology against leading counterparts, including NADA USA, AADA (Australia) and NFDA (UK). The outcome affirmed the global competitiveness of the South African survey, matching, and in many cases exceeding, international standards in both structure and application.

Robust participation and industry engagement:

The 2025 DSI survey reached an impressive 87% of South Africa’s franchised Passenger and Light Commercial Vehicle (LCV) dealerships, gathering 1 397 responses in the Passenger/LCV segment and 191 responses in the Commercial segment. In total, 36 brands were evaluated.

The research, conducted between 22 April and 23 May 2025, used comprehensive, self-completion online questionnaires tailored to Dealer Principals. Results were benchmarked against industry averages and assessed across three key indices: Dealer Friendly (20%), Investor Friendly (40%) and Customer Friendly (40%).

Recognising excellence: 2025 DSI award winners:

The top-performing OEMs were recognised with Platinum, Gold, Silver and Bronze awards based on their overall weighted scores.

Passenger Segment:

• Platinum Status: BMW and Suzuki.
• Gold Status: Toyota, Hyundai, Jetour, Lexus, Kia, Mini, Mercedes-Benz Cars, Mercedes-Benz Vans, Volvo, GWM and Renault.
• Silver Status: Mahindra, Ford, Chery, Mitsubishi, Volkswagen and Omoda | Jaecoo
• Bronze Status: Isuzu, Audi, Subaru and Mazda.

Commercial segment:

• Platinum Status: Hino. With scores above 85% for five consecutive years, Hino has firmly established itself as a standout performer, demonstrating consistent excellence.
• Gold Status: Mercedes-Benz Trucks, MAN, UD Trucks.
• Silver Status: FUSO.
• Bronze Status: Isuzu Trucks, FAW.

Celebrating progress: Most Improved Awards:

In addition to recognising top performers, the 2025 DSI Survey also highlighted brands that made significant year-on-year improvements. The Most Improved awards went to GWM in the Passenger/LCV category and Tata Commercial in the Commercial category, recognising their focused efforts to strengthen dealer support, improve product quality and better align with the realities of the South African market.

Used Cars and EV Sentiment:

With the rising cost of new vehicles, a strong, well-supported used vehicle segment has become critical. Mini was rated highest by dealers in the branded approved used car category, followed by BMW and Mercedes-Benz Cars.

In a newly introduced metric, the survey also explored dealer sentiment around electric and plug-in hybrid vehicles. The vast majority of respondents indicated that the inclusion of such models would significantly enhance a manufacturer’s offering in South Africa.

A tool for dialogue and transformation:

“The DSI Survey is more than a scorecard. It’s a catalyst for open, honest dialogue between dealers and manufacturers.

“At a time when agility and mutual support are more important than ever, the insights from this year’s study offer a valuable roadmap for building stronger partnerships and a more resilient retail ecosystem,” Brandon concluded.