Chery Achieves Third Consecutive Gold at NADA Awards
Chery has clinched its third consecutive Gold Award in the prestigious annual NADA Dealer Satisfaction Index (DSI), maintaining a flawless record since launching in South Africa.
Among an elite group of only seven brands to achieve Gold status, Chery stands out as the sole brand to consistently maintain this high-level accolade throughout its presence in the country.
The National Automotive Dealers Association’s (NADA) Dealer Satisfaction Index (DSI) Report is a crucial gauge of brand health, collecting over a thousand dealers’ candid and anonymous opinions about the brands they represent.
“It’s not widely known that Chery doesn’t operate its own dealerships. Instead, we partner with a variety of businesses that own a Chery franchise to provide top-tier products and service,” explains Jay Jay Botes, General Manager of Chery South Africa. “Achieving a Gold Standard level of service and support means we must cultivate strong, healthy relationships with our dealers.”
This year, the NADA DSI surveyed 35 vehicle brands and gathered responses from 1,481 dealers. Conducted by independent research firm Lightstone, which also compiles vehicle sales data for NAAMSA, the survey awards points in several key areas: Dealer Satisfaction, Communication & Relationships, Used Cars, CSI Programme, Vehicle Range, Media Support, Vehicle Distribution, Parts, Goodwill, Policy Claims & Warranty, Franchise Compliance Audits, Dealer Support, Labour Rates, and Dealer Target Setting.
“While there’s always room for improvement, it’s worth highlighting that Chery outperformed its Chinese peers in nearly every criterion. This includes media and marketing support to dealers, vehicle range and pricing, community support, and overall communication with dealer partners,” Botes adds.
For customers, Chery’s award comes as no surprise. The Tiggo Pro range of SUVs has become a bestseller in various categories, with the Tiggo 4 Pro standing out as one of South Africa’s top-selling passenger vehicles.
Chery continues to enhance its offerings in the competitive compact SUV market, exemplified by the Tiggo 4 Pro. The range now includes the LiT model, starting at R279,900, providing exceptional value for new car buyers.
Responding to customer feedback, Chery has also introduced a dual-clutch transmission (DCT) to the Tiggo 4 Pro range. This model offers not only excellent fuel efficiency but also the sporty, smooth shifting beloved by drivers.
“We extend our gratitude to all our dealers for their unwavering support from day one. We remain committed to responding to their needs and those of our shared customers. This commitment is why we participated in the NADA DSI survey from our inception, using the anonymous feedback to continuously improve every facet of our business,” says Botes.
For more information, please visit chery.co.za.
