China Automobile Dealers Association released the 2016 auto dealer's satisfaction survey result on March 1st. Data shows that the overall score reaches 81.0, increasing 1.2 points compared with 2015. Joint-venture brands, high-end/imported brands and self-independent brands show increasing satisfaction, in which joint-venture brands has the largest growth of 4.9 points. High-end/imported brands have the highest score of 83.8. The main reason for increasing satisfaction lies in the obviously improving dealer's inventory and growing profitability in 2016. Satisfaction decrease in manufacturer personnel shows greater than brand value, manufacturer policy and management.
Top 10 brands in the survey are Benz, BMW, Haval, Dongfeng Honda, Lexus, GAC Trumpchi, GAC FCA, GAC Toyota, SAIC Volkswagen and FAW Mazda. Survey finds out that the profit proportion shows a year-to-year increase in 2016. More than 1/3 dealerships show profits. One main reason for the change is the effective stimulation from halving purchasing tax policy in 2016 improves dealerships' inventory. Dealerships' operational concept and management pattern turn into delicacy and therefore increases profits.
Another important part in the survey is dealers' appeal to host factories. Survey feedback shows that multi-area sales, price pandemonium, poor sales and earnings from new vehicles, unreasonable sales target, low sales rebate and too many increasing 4S shops are the main disturbing factors. Dealerships hope factories could make out and carry out controlling measures, improve commercial policies and set out practical sales targets. Besides, some dealerships believe factories could pay more efforts in three-party financing and upgrading new products.
Relationship between dealerships and factories is drawing close to partnership. Dialogue mechanism between dealerships and factories is gradually building and factories are paying more attention to dealerships' profits and appeals.
