Johannesburg, South Africa – 07 July 2025 – The results of the 2025 NADA Dealer Satisfaction Index (DSI) Survey were revealed last week at WesBank’s head office in Johannesburg, marking nearly three decades of measuring the pulse of the South African automotive retail sector. Now in its 29th year, the survey has become a defining reference point for dealer and OEM relationships, helping to shape an industry in flux.
This year’s theme was clear: Excellence, evolution, and the power of partnership. As artificial intelligence redefines operations, the event underscored that human relationships remain the true currency of the automotive world.
“There’s no doubt that AI is transforming the way we operate – from backend systems to customer-facing solutions,” said Brandon Cohen, Chairperson of the National Automobile Dealers’ Association (NADA). “But at the heart of our industry, people still buy from people. The OEMs and dealer networks that succeed will be those who embrace innovation while continuing to build authentic human relationships.”
A Tradition of Partnership
The 2025 ceremony also marked WesBank’s 21st year as sponsor of the DSI Survey—an enduring partnership that reinforces its commitment to industry development. In his keynote address, WesBank CEO Ghana Msibi highlighted the vital role of collaboration in strengthening the local automotive landscape.
“The NADA DSI Awards is an important platform for strengthening relationships within the local automotive sector,” Msibi remarked. “WesBank is honoured to partner with NADA once again to host the DSI Awards, bringing the industry together to recognise those who have excelled in driving the sector forward.”
Benchmarking Against the Best
Ahead of this year’s survey, NADA refined its methodology by benchmarking against global counterparts such as NADA USA, AADA (Australia) and NFDA (UK). The result? A validation of South Africa’s dealer satisfaction framework as globally competitive—arguably even surpassing international standards in key aspects.
Unprecedented Participation and Engagement
The 2025 survey achieved record participation, reaching 87% of South Africa’s franchised Passenger and Light Commercial Vehicle (LCV) dealerships. It drew 1,397 responses in the Passenger/LCV segment and 191 in the Commercial segment, evaluating a total of 36 brands across the country.
Conducted from 22 April to 23 May 2025, the online survey was tailored for Dealer Principals and assessed brands based on three key indices:
- Dealer Friendly (20%)
- Investor Friendly (40%)
- Customer Friendly (40%)
These indices reflect the evolving demands placed on dealerships in a fast-changing market.
2025 DSI Award Winners: Recognising Excellence
Top-performing manufacturers were honoured with Platinum, Gold, Silver, and Bronze status, based on their overall weighted scores.
Passenger Segment
- Platinum: BMW, Suzuki
- Gold: Toyota, Hyundai, Jetour, Lexus, Kia, Mini, Mercedes-Benz Cars, Mercedes-Benz Vans, Volvo, GWM, Renault
- Silver: Mahindra, Ford, Chery, Mitsubishi, Volkswagen, Omoda | Jaecoo
- Bronze: Isuzu, Audi, Subaru, Mazda
Commercial Segment
- Platinum: Hino (notably maintaining a score above 85% for five consecutive years)
- Gold: Mercedes-Benz Trucks, MAN, UD Trucks
- Silver: FUSO
- Bronze: Isuzu Trucks, FAW
Most Improved Performers
Two brands made significant strides year-on-year, earning Most Improved awards:
- GWM (Passenger/LCV segment)
- Tata Commercial (Commercial segment)
These recognitions highlight a focused commitment to improved dealer support, product refinement, and greater responsiveness to South Africa’s unique market dynamics.
Used Vehicles and the EV Outlook
With affordability remaining a key concern, the used car market continues to play an essential role in the automotive value chain. Dealers rated Mini highest in the branded approved used car category, followed closely by BMW and Mercedes-Benz Cars.
For the first time, the survey included dealer sentiment regarding electric and plug-in hybrid vehicles. Findings show strong consensus: OEMs that include EVs in their portfolios are significantly more attractive to South African dealers—highlighting a shift in expectations amid global electrification trends.
A Tool for Dialogue, Not Just Data
While the DSI Survey is rooted in data, its value lies in what it unlocks—constructive, forward-looking conversations between dealers and OEMs.
“The DSI Survey is more than a scorecard. It’s a catalyst for open, honest dialogue between dealers and manufacturers,” said Cohen. “At a time when agility and mutual support are more important than ever, the insights from this year’s study offer a valuable roadmap for building stronger partnerships and a more resilient retail ecosystem.”
As the industry embraces AI, shifts towards electrification, and faces mounting economic pressures, the DSI Survey offers clarity and direction. It reaffirms that while tools and technologies evolve, relationships remain the bedrock of sustainable progress.
NADA is a proud association of the Retail Motor Industry Organisation (RMI).
