Results of NFDA’s Dealer Attitude Survey - Summer 2025 Edition

The National Franchised Dealers Association (NFDA) is the leading trade association representing franchised car and commercial vehicle dealers in the United Kingdom (UK). As the largest employer in the automotive sector, retail accounts for approximately 600,000 jobs in the broader automotive workforce. Dealership staff operate in over 4,500 franchised outlets across the UK, serving as the industry's customer-facing frontline responsible for selling, servicing and repairing vehicles.

NFDA’s Dealer Attitude Survey (DAS) is a biannual survey examining the relationship between franchised dealerships and manufacturers throughout the UK. The DAS continues to serve as a critical barometer in understanding the complex relationship between franchised dealerships and their respective manufacturer(s). It has been running since 1989 and presents the most comprehensive overview of dealer sentiments and perspectives on manufacturers that the sector has to offer.

The Summer 2025 edition of the survey was carried out over six weeks, from 26 August to 7 October 2025. In this edition, the survey garnered responses from an impressive 2,341 sites across 33 franchised networks, equating to a response rate of 61 percent.

Key Points:

• The highest overall manufacturer rating for Summer 2025 is Lexus, managing to beat KIA by a margin of 0.1, and end their streak as 5-time champions.
• The lowest overall manufacturer rating is DS with 3.6/10.
• This edition saw the entry of two new brands with BYD and Omoda, who immediately placed strong at 3^rd and 4^th place respectively, albeit with a very low response rate.
• Ford saw the most significant improvement in ratings with an increase of 2.1.

 

The Summer 2025 edition of the DAS saw a shift in dealer sentiment with almost all of questions showing a decline in scores from the Winter 2025 edition.

The survey is structured into its typical distinct sections covering a diverse range of topics and pressing industry issues. NFDA continues its partnership with Metryx for this edition, presenting the data in a manner that is both clear and concise. Key points from the survey and the survey in full can be found below.

Chris Hayes, Director of Lexus UK, said: “The brand’s partnership with our Centre Network is hugely valued and truly respected – it is at the very heart of our core brand values.

“So, to have achieved such an outstanding result in the latest survey is extremely rewarding and highly motivating for all of us here at Lexus UK.

“The collaborative work of the Dealer Council and the support and engagement we receive from all our franchise partners continues to be truly impressive and is very appreciated.

“At Lexus UK we will continue to listen acutely to the voice of our retailers and act upon it quickly and diligently to drive forward our future mutual success.”

From the Lexus Dealer Council, Alex Damone, Snow Motor Group’s Chief Operating Officer, said: “We would like to congratulate Lexus UK on achieving the number one position in NFDA’s DAS.

“This outstanding result is a testament to the strength of our partnership, the collaborative approach we share, and the mutual respect that defines the relationship between the brand and network.”

Sue Robinson, Chief Executive of NFDA, said: “The Summer 2025 NFDA Dealer Attitude Survey offers an in-depth look at the evolving relationship between manufacturers and franchised dealerships, highlighting both progress and ongoing challenges.

“This edition of the survey saw the introduction of two new brands, BYD and Omoda, broadening the range of manufacturers represented on a global scale and reflecting the DAS’s standing as a respected and established survey within the industry.

“It is concerning that overall sentiment towards EVs scored slightly below the levels recorded in the Winter 2025 survey. Since the last edition, the Government announced the Electric Car Grant (ECG), which should have provided further incentive; however, as its rollout is still relatively new, its impact has yet to be fully understood. As it stands, the 2025 ZEV mandate targets continue to present a challenge, and the industry is still grappling with the pace of transition.

“Compared to the Winter 2025 edition, it is interesting to note that the primary issues now appear to centre around volume targets and supply, suggesting these areas are not aligning as effectively as they were in the previous survey.

“The NFDA’s Dealer Attitude Survey continues to attract a strong response rate, reflecting the sector’s commitment to sharing valuable insights into the retail landscape. This edition presents a mixed picture; while eight brands improved their overall ratings, 23 brands declined, and there has been a reversal of last year’s bounce-back, indicating some nervousness among dealers about the months ahead. 

“NFDA also congratulates the winner of this edition, Lexus, which has achieved an impressive feat in dethroning the five-time survey winner, Kia, by a slim margin of 0.1.”

 

Highlights:

1. Profit Return

In this edition, questions around profitability continue to be among the lowest scoring questions of the survey. The uptick we saw last survey has been revered across all measures.

The lowest scoring question was the current profit return from representing your franchise, followed by second to last was the return on capital for your dealership.

Future Profit return from representing your franchise was also in the bottom 5.

Current profit return from representing your franchise was the lowest scoring question in this edition of the survey, decreasing by -8.1% in comparison to the last survey.

 

 

Lexus made the top spot, increasing from 7.3 to 8.7. Kia held a strong score, but declined from top spot from 8.7 to 8.5.

New entrant Omoda came third with a score of 8.2.

The lowest scores were received by DS (2.5), Citroen (2.6) and Audi (2.7), with DS and Audi retaining their places in the bottom 3.

Dealer satisfaction levels for future profit return also shows a negative outlook than in the previous edition, with the average score decreasing from 6.5 to 6.0.

Kia held the top spot with a score of 8.7, followed by Omoda at 8.6 and Lexus with 8.5 and MG with 7.8.

DS (3.4), Audi (3.5) and Ford (3.9) again received the lowest scores.

 

2. Electric Vehicles and ZEV Mandate

 

 

All six questions saw a slight decrease. Total margin in EV vs. ICE remains the lowest scoring EV question.

Kia maintained its dominance in the EV focus section of the survey, claiming the top spot in all questions, whilst Seat and Ford shared most of the lowest scores throughout the section.

 

 

BYD came top with an impressive score of 8.8. Granted, they exclusively sell EVs.

Mercedes came second, also scoring 8.8, followed by KIA with 8.6.

Abarth received the lowest score, with 4.6, dropping from 5.6.

As the ZEV Mandate rolls on, there seems to be some stability, potentially due to the Government incentive in the form of the Electric Car Grant. Of course, only 2 models are currently available for the full grant.

There seems to be a mixed picture on the current and future EV product ratings when looking at both Q11a: battery electric vehicles that your manufacturer currently offers and Q11b: EV/Plug-in products your manufacturer has proposed for the future.

Sentiment with Future product at 7.4pts is much higher than Current vehicles at 6.7pts, suggesting there is continued optimism that things will improve as new models arrive.

There are, however, a number of brands scoring lower for Q11b, highlighting some nervousness around the future EV strategy for these franchises.

 

3. Largest Changes vs. Winter 2025

 

 

 

The main issues appear to centre around volume targets and supply, suggesting some concern that these are not aligning as well as the Winter 2025 survey.

 

 

 

 

Question 5g, Manufacturer’s new vehicle supply, showed notable drop offs for many brands.

Vehicle supply does show improvements for a handful of brands, but the majority see a decline in this key area.

 

KIA, Mercedes-Benz and BYD topped the question on Manufacturer’s new vehicle supply, with scores of 9.0, 8.5 and 8.4 respectively.

Citroen scored the lowest, with a score of 2.2, a change of -61% from the last edition of the survey.

 

4. The Manufacturer & Dealer Relationship and New car sales Targets

This area has seen a sharp decline since the Winter 2025 survey, with 21 out of 31 brands reducing their rating for Q9a. Your ability to do business with your manufacturer on a day-to-day basis.

 

 

 

 

 

 

 

 

 

 

 

 

The top 5 most improved largely follow increases in other areas, suggesting these are in line with overall improvements for these brands.

 

 

 

 

For new car sales, this was one of the lowest performing areas in the Summer 2025 Survey.

There is clear tension within Dealer Networks regarding targeting, with nearly half of respondents scoring 1-5 for question 5c. Your ability to meet your manufacturers new car targets in the current market conditions.

 

 

5. Overall Manufacturer Rating

The overall question ‘How would you rate your manufacturer overall on a scale of 1 to 10?’ returned an average of 6.6, a -0.6 decrease from our last survey.

 

 

This managed to beat KIA who scored 9.1 and ended their 5 in-a-row winning streak.

BYD and Omoda, both new entrants, have entered the survey incredibly strong, placing 3^rd and 4^th place respectively.

While a good result, we must highlight the low response rate for both brands meaning it is less representative of their whole network.

 

At the other end, the Stellantis Group brands all fell by significant margins. Citroen, Abarth, Alfa Romeo, Peugeot and Fiat all saw significant decline, which has reversed the big improvements they made in the Winter 2025 survey.

Citroen and Peugeot both dropped 13 places, to 32^nd and 22^nd respectively.

 

6. Biggest Overall Movers and Shakers

8 brands improved their overall rating in this survey whilst 20 brands saw their rating decline.

 

 

Suzuki had the biggest improvement on Q11a, increasing by 2.9 points, and also improved by 1 point on the overall rating, placing 5^th.

Other notable improvements can be seen at Land Rover, Volkswagen and Nissan.