NMDA DEALER ATTITUDE SURVEY SPRING 2020


29th May 2020.


The National Motorcycle Dealers Association (NMDA) has revealed the results of its Spring Dealer Attitude Survey. It attracted a 20 per cent response rate, which was slightly higher than its Autumn edition.


The Dealer Attitude Survey published gives an indication of how dealers view the major issues that are currently affecting them, and how these change over time. It also gives dealers and their manufacturers an idea of the balance of opinion held on a range of views within their networks.

“The NMDA is pleased to see that 2020’s Spring Dealer Attitude Survey attracted a two per cent response rate from ten brands, which is slightly higher than Autumn 2019 despite being conducted just as the UK was placed into lockdown, said Stephen Latham, Head of the NMDA. Seventy seven per cent of respondents were independent dealers with 23 per cent privately owned, and 71 per cent were single-brand dealers with 29 per cent multi-franchised.

When asked about the overall value of their franchise, the average score of all respondents was 5.6/10, down from 6.2 in Autumn 2019.
Ducati, Triumph and Royal Enfield were the top three brands on this metric. The bottom three were Harley Davidson, Piaggio Group and Kawasaki.
Dealers were asked about how realistic their target and performance related bonus in terms of achievement, with an average of 3.0/5. Ducati dealers were by far the most receptive to this, with a score of 4.6. In terms of the dealers new motorcycle target negotiating process, Ducati were also top with a score of 4.3 against an average of 2.7.

Dealership partnership with their manufacturers and the ability to do business with them has remained stable, maintaining an average of 3.4.
Piaggio Group dealers have, for the fourth survey in a row, been the most dissatisfied with their partnership. Their score remained at 2.4.
Royal Enfield dealers were the most satisfied, with a score of 4.4, with Ducati close behind with 4.3.
In terms of satisfaction of dealer profitability, the average response was 2.5, down from 2.7 in Autumn 2019, with Triumph dealers feeling most satisfied with a response of 4.0. When looking at future profitability, the average score was 2.6, again down from 3.0 in the previous survey. Ducati had the top score on this category with 4.0, with Royal Enfield and Triumph making up the top three.

Another key question was the standards expected of dealers by manufacturers, and how realistic these standards are.

The average score of standards expected of manufacturers was 2.8, with Ducati and Royal Enfield close top scorers with 4.3 and 4.2 respectively.
Royal Enfield dealers felt these standards were the most realistic with a response of 3.8. Kawasaki dealers gave the lowest score on this metric of 1.8.

Dealers were also asked about the management of their manufacturers, and whether they take dealers views and opinions into account.
Ducati once again topped this category with 4.0, with the average being 2.9. Most dealers were under average on this category, however, with Harley Davidson scoring 1.4 and Kawasaki 2.0 among others.

Latham continued; “The twice-yearly NMDA Dealer Attitude Survey is valuable in giving direction on trends and attitudes in the industry. These often move around dependent on the opinion of dealers rating new models, profitability, product supply and relationships with their brand and its policies. This can often change over a few surveys as one issue or another takes precedent.

“This is the first time that Royal Enfield has taken part in the survey and its results were the most interesting.

“We were also both very pleased and surprised that we had such a good response from dealers considering the survey was carried out at a time that business was on hold due to the pandemic. This was helped by a bigger percentage than normal completing the survey online.”

Source : www.rmif.co.uk
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