Record response for Dealer Satisfaction Index

The National Automobile Dealers’ Association has released the findings of its 2026 Dealer Satisfaction Index (DSI) survey, marking three decades of what has become a key reference point for the automotive retail sector in South Africa.

The passenger and light commercial vehicle sector recorded an overall DSI score of 79,8%, while the commercial vehicle sector achieved 79,1% – the highest scores recorded in their respective surveys.

The 2026 survey drew 1 610 dealer responses, the highest number recorded to date and these included 1 429 from passenger and light commercial vehicle dealers and 181 from commercial vehicle dealers. The research reached 92% of South Africa’s franchised passenger and light commercial vehicle dealerships and 80% of commercial vehicle dealerships, covering 36 automotive brands.

Platinum Award for BMW

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First established in 1996, the DSI is the country’s longest-running survey of its kind, independently conducted by Lightstone, which has been NADA’s research partner throughout the index’s history. The survey provides manufacturers and dealers with an objective assessment of their working relationships and supports ongoing improvements across the industry.

The 2026 NADA DSI Awards, supported by WesBank, recognise manufacturers that have performed well in supporting their dealer networks and developing sustainable partnerships. WesBank’s continued involvement in the awards aligns with a broader focus on strengthening the automotive retail environment through co-operation and steady progress.

Brandon Cohen, chairperson of NADA, said the index had grown considerably since its inception. “Thirty years ago, the Dealer Satisfaction Index was established to give dealers a meaningful voice and provide manufacturers with honest, constructive feedback. Today, it has grown into South Africa’s longest-running dealer satisfaction survey and one of the automotive industry’s most trusted benchmarks.”

He noted this year’s survey had attracted record participation and recorded the highest satisfaction scores to date, with the number of participating manufacturers increasing from seven to 36.

“This year’s record participation, record satisfaction scores and growth from just seven participating manufacturers to 36 demonstrate not only how the DSI has evolved, but also the value the industry continues to place on collaboration, transparency and continuous improvement.”

Jetour earned a Gold Award

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Over the past 30 years, the DSI has developed into more than an annual exercise. It offers useful insight into the dynamics between dealers and manufacturers, highlights areas where business performance can be enhanced and ultimately contributes to a better experience for customers.

Fieldwork was conducted in April and May, using comprehensive online questionnaires completed by dealer principals. Over the past decade, the survey has achieved an average response rate of around 80% of the country’s franchised dealer network.

Manufacturers were evaluated across three main indices: Dealer Friendly, which carries a 20% weighting; Investor Friendly, at 40%; and Customer Friendly, also at 40%.

Jaco van Staden, head of sales at Lightstone Auto, said the duration of the research was unusual in any sector. “Thirty years of continuous research is exceptionally rare in any industry. When NADA first brought together seven manufacturers to establish the Dealer Satisfaction Index, few could have imagined that it would become South Africa’s longest-running dealer satisfaction survey.”

He added that the partnership with NADA had provided a valuable perspective on how dealer-manufacturer relationships have changed over time. “This year's record response rate reflects the industry's confidence in the DSI as an independent benchmark for building stronger partnerships.”

Hino grabbed a Platinum Award in the Commercial Vehicle segment

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Over the three-decade period, the DSI has captured more than 40 000 dealer responses, generated over 1-million individual data points and surveyed more than 1 000 dealerships annually. The survey was not conducted in 2020 due to the Covid-19 pandemic.

The methodology has remained largely consistent to allow for meaningful year-on-year comparison, though it is reviewed annually to account for changes in the automotive market. The awards programme has also developed, with the introduction of the Platinum Award in 2018 for manufacturers achieving an overall score of 85% or higher.

In both studies, dealers highlighted communication, transparency, collaboration, dealer support, parts availability, profitability and product range as areas requiring continued focus.

The NADA DSI Awards, powered by WesBank, recognise manufacturers that have performed strongly in fostering effective dealer partnerships and reflect the sector’s improving standards.

Passenger and Light Commercial Vehicle Awards

Platinum Awards

Gold Awards

Silver Awards

Bronze Awards

Commercial Vehicle Awards

Platinum Award

Gold Awards

Silver Awards

The Most Improved Award in the Passenger/LCV category was presented to Omoda/Jaecoo, while Tata Commercial received the honour in the Commercial vehicle category.

Colin Windell for Colin-on-Cars in association with

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