Porsche is the number 1 brand for Italian dealers. This emerged from the twentieth edition of DealerSTAT, the annual study by Quintegia that measures dealer satisfaction in their relationship with car manufacturers. At the top of the ranking, Porsche confirms its position with a rating of 4.05 (on a satisfaction index from 1 to 5, with the Italian average being 3.34). Toyota and Audi complete the podium, respectively among volume and premium brands. Suzuki and BMW are also in the Top 5.
According to the study, which involved 33 car brands and 63% of Italian dealers for a total of 1,410 questionnaires collected, the most appreciated aspect by Porsche dealers is the effectiveness of the brand’s positioning strategy,, but the company also ranks top in profitability, sales management, training, and financial services.
Considering the overall performance of all 33 brands, there is a need for improvement in several areas that characterize the Home-Network relationship, including business sales (2.71), local new marketing (2.88), and used business (2.99). Positive evaluations were given for relationships (3.51), product (3.45), national new marketing (3.43), and standards (3.41)..
Among the survey topics, electric vehicles could not be missed, which assessed the competitiveness of the full electric car range, the effectiveness of the offer, the guidelines and training provided to the Dealer, and the support of the manufacturer in enabling the customer to use electric technology. Renault stood out by scoring the highest with a rating of 3.67 (on a scale from 1 to 5), compared to a not sufficient Italian average of 2.91.
This year, DealerSTAT investigated how satisfied Italian Dealers are with the mobility solutions developed by the manufacturer to respond to the evolution of the sector. Toyota distinguished itself by obtaining the highest score with a rating of 4.05 (on a scale from 1 to 5), followed by Lexus. In this area, the national average is unsatisfactory, at 2.57, and only 3 out of 33 brands report positive satisfaction.
During the presentation of the results at the Automotive Dealer Day Forum, Porsche was awarded as the number one brand in dealer satisfaction, Renault as the best brand in electric, and Toyota as the best brand in developed mobility solutions.
DealerSTAT, like every year, also involved commercial vehicle dealers, collecting a sample of 452 questionnaires representing 61% of Italian dealers. Ford Pro is the most appreciated brand in 2023 with a rating of 3.81 compared to the Italian average of 2.95. Ford Pro topped several analyzed areas, including national new marketing, incentive systems, sales management, and after-sales. The most appreciated aspect by Ford Pro dealers is the effectiveness of the role of the area staff in sales.
To receive a summary of the results, send an email to: sintesi@quintegia.it
