FADA Dealer Satisfaction Study 2024: MG, Mahindra, Hyundai, Tata, Maruti, Honda, Royal Enfield, Hero, and TVS Lead Rankings

After the 2024 Customer Experience Ranking, FADA, India’s leading national body for automobile retail, concluded its 2024 Dealer Satisfaction Study. FADA collaborated with PremonAsia, a Singapore-based consumer-insight consulting firm, for the review this year. The survey included 1,377 dealer principals from 4,500 dealerships across the country. Eight parameters including marketing, product quality, sales and order planning, after-sales service, training, business viability, and policy were examined.

All About the FADA Dealer Satisfaction Study 2024

According to the study, FADA noted positive dealer satisfaction with the listed factors. However, dealers expressed concerns about the slow-moving inventory, the positive policy, and inventory sharing pressure. It also found that there is an opportunity for more improved coordination between OEMs and dealers including key areas such as harmonized support for buyback policies on unsold spare parts, and better inventory management of new vehicles. Doing so could be beneficial in the stabilization of dealership finances.

JSW MG Motor scored the highest 866 points in the 2024 study of the four-wheeler mass market, followed by Mahindra with 837 points and Hyundai with 834 points. Last year, Hyundai was number one but this time the Korean manufacturer is down to third. Other top scorers are Tata Motors, Kia, and Kirloskar who also rank high whereas Maruti Suzuki ranked 7th with a score of 706.

The study also identified issues with buyback and write-off policies for unsold spare parts, as well as a need for better support in covering the costs of stocks in transit and improved involvement in OEM policy-making. Despite these concerns, dealers were generally positive about extended warranties and product range.

In the two-wheeler segment, Honda Motorcycle & Scooter India (HMSI) led with a score of 805, maintaining its top position for the past four years. Royal Enfield followed with 711 points, while Hero MotoCorp and TVS Motor both scored 670 points. Dealers expressed dissatisfaction with buyback policies for dead stock and policy-making but were pleased with warranty claims, product reliability, and training programs.

For the commercial vehicle segment, Ashok Leyland scored the highest with 817 points, followed by Bharat Benz with 784 points, and Eicher and Tata Motors with 757 and 686 points, respectively. Dealers were satisfied with product range and vehicle quality but sought improvements in vehicle sales margins, dealership profitability, and involvement in policy-making.

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