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NMDA Dealer Attitude Survey shows motorcycle dealers’ satisfaction levels remain stable

NMDA 04/05/2021

“After a challenging year, the high response rate for the NMDA Spring 2021 Dealer Attitude Survey demonstrates dealers see it as an important and useful channel to provide feedback on the business relationship with their manufacturers”, said Paddy O’Connell, Head of the National Motorcycle Dealers Association (NMDA).


The NMDA Spring 2021 Dealer Attitude Survey (DAS), published today (Tuesday 4 May), received a response rate of 29%, compared to the highest ever response rate of 31% in autumn 2020.


The results of the DAS indicate how dealers view the issues that are currently affecting their relationship with respective manufacturers, and how these change over time. 


Findings showed that the all-dealer average when asked about the ‘overall value of the franchise’, remained consistent at 6.3 points out of 10, compared to 6.4 from autumn 2020.  


  • Ducati (9.2), Royal Enfield (9.0), and Triumph (8.3) remained the top three franchises
  • The franchises with the lowest ratings were Suzuki (5.2), Honda (4.8) and Piaggio Group (3.4) 


When dealers were asked about their ‘ability to do business with manufacturers on a day-to-day basis’, the average score lifted slightly from 3.4 to 3.5 out of 5 points.


  • Piaggio Group dealers were the most dissatisfied for the sixth time in a row, with an average score of 2.4
  • Lexmoto was the top scoring brand at 4.8 

The Spring 2021 edition of the DAS asked dealers also a number of questions concerning manufacturer support during the Covid epidemic. When asked about the level of manufacturer support throughout the crisis, the average score was 3.3 out of 5, with Piaggio the lowest (2.0) and Ducati the highest (4.5).


Paddy O’Connell continued: “The findings of the survey remained largely similar to the previous edition of the survey which, it is worth noting, had experienced a significant increase in dealers’ satisfaction levels from spring 2020.


“With dealerships reopening and despite potential issues with supply, dealers remain optimistic about future profitability, in line with six months ago.


“NMDA thanks our members for their continued support and we encourage manufacturers to look at the results to identify and address any issues affecting the relationship with their dealer network”.






NMDA Dealer Attitude Survey Spring 2021.pdf

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About the RMI

The Retail Motor Industry represents the interests of operators in England, Wales, Northern Ireland and the Isle of Man providing sales and services to motorists and businesses. The RMI has a formal association with the independent Scottish Motor Trade Association which represents the retail motor industry in Scotland.