NMDA survey reveals dealer disappointment

The Spring 2022 edition of the NMDA Dealer Attitude Survey has revealed a dip in customer satisfaction between dealers of two-wheeled vehicles and manufacturers.

The survey found that satisfaction levels were recorded at six out of 10, a 0.9 point decrease from the previous survey.

When asked ‘How satisfied or dissatisfied are you with the profit return representing your franchise?’, dealers recorded an average of three points out of five, while the average score in response to dealers’ ability to do business easily with their manufacturers on a day-to-day basis was 3.1, a decline from Autumn 2021’s 3.3.

Stephen Latham, Interim Head of NMDA, said: “It is disappointing to see that motorcycle and scooter dealers’ average satisfaction levels with their respective manufacturers have fallen across the board The past few years have been challenging for the motorcycle industry and it is remarkable that the sector has remained buoyant, matching consumer demand.

“However, the NMDA Dealer Attitude Survey reveals that dealers would have liked to receive more support from their manufacturers through ongoing issues such as COVID-19, supply constraints and cost of living pressures.

“Another factor impacting dealers’ satisfaction levels is the inconsistency of product availability, as this is detrimental to consumer demand.”