Little change in latest motorcycle dealer survey

The NMDA Spring 2017 Dealer Attitude Survey, published on 9 May 2017, shows that the all-dealer average when asked about the overall value of the franchise remained static at 6.8 since the last survey in Autumn 2016. “The NMDA is pleased to see that this year’s Spring 2017 Dealer Attitude Survey received a response rate of 32 per cent. Participants in this survey were made up of 74 per cent of independently owned franchise dealers, and 24 per cent privately owned groups. 58 per cent were single brand dealer’s whist the remainder of 42 per cent were multi-franchised.” commented Stephen Latham, head of the National Motorcycle Dealers Association (NMDA).

Harley Davidson, Triumph and KTM were recorded as the top three franchises, while the least valued franchises by respondents were Piaggio Group, Honda and Ducati.

The dealer/manufacturer relationship score average remained the same as in the last survey in Autumn 2016.

  • The partnership dealers have with their manufacturer scored an all dealer average of 3.4
  • Piaggio Group dealers were more dissatisfied with the partnership they have with their manufacturer having reported a score of 2.3 since the last survey (where they scored 2.5) and fall to 9th position in the ratings chart.
  • Triumph was the top scoring dealer with a score of 4.2 – up 0.3 points from last year.

Dealer profit and future profitability remained static in this survey from Autumn 2016.

  • When rating the profit return by representing their franchise, the all dealer average remained at 3.2
  • Triumph, Harley Davidson and KTM were recorded as the top 3 franchises.
  • When asked about the future profitability of their business the all dealer average remained at 3.4
  • Again, Harley Davidson, KTM and Triumph were recorded as the top 3 franchises.

Latham continued, “The average score across all questions was 3.3, unchanged from the last survey. Overall this suggests that dealers are fairly satisfied with the business relationship they have with their manufacturer.

“Dealers are on average most satisfied with the image of the brands they represent and products they sell. This suggests that dealers are brand patriotic and confident in how the consumer views their manufacturer.

“With the declines in scores for certain key questions, there is still scope with certain manufacturers to develop their relationships with their dealer networks as some still fall well below average in many areas of the survey.”

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