The most recent Nationwide Franchised Sellers Affiliation (NFDA) Vendor Perspective Survey has delivered a wake-up name for Ford, because the producer hit a report low whereas Citroën and Peugeot surged up the rankings.
The Winter 2025 version of the survey, carried out in January and February gathered responses from 2,204 franchised websites throughout 31 networks – reaching a 61.3% response price. Designed to gauge the well being of dealer-manufacturer relationships, the biannual survey represents a complete barometer of supplier sentiment.
Protecting areas comparable to revenue return, EV technique, used automotive efficiency, and apprenticeship assist, the survey gives important insights into the well being of dealer-manufacturer partnerships.
- Ford flounders Vendor satisfaction with Ford hits an all-time low
- Stellantis surges Citroën and Peugeot make beautiful comebacks
- EV optimism grows Sellers report rising confidence in EV technique
The most recent Nationwide Franchised Sellers Affiliation (NFDA) Vendor Perspective Survey has delivered a wake-up name for Ford, because the producer hit a report low whereas Citroën and Peugeot surged up the rankings.
The Winter 2025 version of the survey, carried out in January and February gathered responses from 2,204 franchised websites throughout 31 networks – reaching a 61.3% response price. Designed to gauge the well being of dealer-manufacturer relationships, the biannual survey represents a complete barometer of supplier sentiment.
Protecting areas comparable to revenue return, EV technique, used automotive efficiency, and apprenticeship assist, the survey gives important insights into the well being of dealer-manufacturer partnerships.
Regardless of widespread enhancements in survey questions – with each metric exhibiting features on the earlier version – Ford’s poor efficiency throughout profitability, EV preparedness, and coaching initiatives suggests rising discontent inside its supplier community.
The model’s continued slide signifies the necessity for structural points in its UK operations to be addressed, notably as electrification and retail technique develop extra central to supplier satisfaction.
Ford posted the bottom total producer score on this version, scoring simply 4.0 out of 10, an extra blow for the marque already going through persistent criticism over profitability and electrical automobile (EV) assist.
Within the “present revenue return” class, Ford recorded one of many lowest scores at 3.9, and it additionally failed to enhance in projections for “future revenue return,” once more scoring 3.9 -significantly beneath the trade common of 6.5.
When it got here to supplier confidence in EV technique and the impression of the Zero Emission Car (ZEV) Mandate, Ford additionally underperformed, receiving the bottom rating (2.8) for the query on how the ZEV Mandate impacts acquiring new automobiles for purchasers – a fall from 3.4 within the earlier version.
Even on apprenticeship assist, Ford completed final with a rating of 5.9, trailing friends in an space seen as vital to the trade’s long-term expertise growth.
Kia held the highest spot for the fifth consecutive yr with a rating of 8.7, a rise of 0.1 from their rating of 8.6 within the earlier survey. Mercedes-Benz and Mini rounded off the highest three with scores of 8.3 and seven.7 respectively. Apparently, whereas Mercedes noticed the most important drop in total producer, reducing by -1.1 factors, though maintained a excessive rating total.
In sharp distinction, Citroën and Peugeot emerged as the most important movers in supplier satisfaction, reversing years of underperformance. Citroën, which held the bottom total rating within the earlier version, registered a 3.4-point enhance – the biggest enchancment within the survey – because it considerably improved its supplier relationships.
Citroën’s present revenue return rating jumped from 2.4 to five.2, whereas its whole margin on new automobiles soared 122%, reflecting a renewed concentrate on supplier profitability. Its EV margin vs. ICE margin noticed a rare 211% enchancment, suggesting stronger funding and product competitiveness within the electrical house.
Peugeot equally gained 2.1 factors total, cementing Stellantis’ presence as a pacesetter in dealership relations enhancements. Stellantis manufacturers – Citroën, Peugeot, Fiat, Alfa Romeo, and Vauxhall – collectively made up the highest 5 most improved producers on this survey.
“This version of the survey reveals will increase in all areas. Complete New Car Margin noticed its first enhance in score over current surveys, doubtlessly signalling an improved optimism throughout the supplier community,” stated Sue Robinson, chief govt of the NFDA.
“Future EV/PHEV vary additionally entered into the ‘high 5’ rankings, exhibiting supplier confidence in new EV merchandise starting to enhance. Nevertheless, each Total Revenue and EV margin, whereas not reducing, continued to attain low, doubtlessly exhibiting wider issues for total Return on Capital rankings.
“There has clearly been vital progress with EVs, however challenges stay. The survey reveals a pattern of how EV associated questions improved essentially the most, however the relative scoring stays stubbornly low in comparison with different areas.
“The overall margin on new EV and hybrid gross sales in contrast with petrol or diesel new automotive gross sales noticed a big enchancment from a 5.2 to a 6.4, and whereas remaining one of many lowest scoring sections, there’s a clear shift to extra positivity round EVs.
“With the Authorities just lately asserting adjustments to the ZEV Mandate, the way forward for EVs is wanting higher than ever. Nonetheless, towards the backdrop of insecurity, world commerce wars and tariffs, whereas optimistic, these ZEV Mandate adjustments are probably not going to be sufficient to assist the trade on this transition.
“NFDA congratulates Kia, who has come high within the survey for what’s now 5 editions in a row on the general producer score with a powerful rating of 9.3, the identical rating from the final version.”
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