Lexus has topped the latest National Franchised Dealers Association (NFDA) Dealer Attitude Survey, while dealers continued to raise concerns over profitability and their ability to meet electric vehicle (EV) sales targets.
The Winter 2026 edition of the survey gathered responses from 2,511 dealership sites across 34 franchised networks, with an overall manufacturer satisfaction score of 6.9 out of 10, up 0.3 points from the Summer 2025 survey.
Lexus achieved the highest overall manufacturer rating with 9.3 points, ahead of Mercedes-Benz on 9.2 and Kia on 9.1. At the other end of the table, Seat recorded the lowest score at 3.4, followed by Audi at 4.2 and Nissan at 4.3.
Newer and emerging brands also performed strongly in the rankings, with Omoda scoring 8.8 and Leapmotor achieving 8.7. Land Rover and Suzuki both scored 8.5 or higher.
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A positive turnaround in dealer sentiment
Sue Robinson, chief executive of the NFDA, said the latest results pointed to improving dealer sentiment after weaker results in previous editions of the survey.
She said: “The Winter 2026 Dealer Attitude Survey shows a general positive turnaround in dealer sentiment, with the majority of metrics showing a marked improvement over the scores compiled in the Summer 2025 edition.
“The national average manufacturer rating increased by +0.3 points to 6.9 out of 10, showing a stabilizing trend across the network.”
The survey found that dealer confidence around new vehicle supply and sales targets had improved compared with the previous edition.
Dealer satisfaction with their ability to meet new car targets in current market conditions increased to an average score of 6.5 out of 10, up from 5.9 in Summer 2025. Citroen, Mini and Volvo recorded some of the biggest gains in this category.
Across the wider industry, manufacturers’ new vehicle supply scores improved by 8.3%, while ratings for realistic volume targets and new car targeting processes also increased.
Profitability challenges remain
However, profitability remained one of the weakest performing areas of the survey.
Return on capital, current profit returns and future profit returns all ranked among the bottom five scoring categories, despite some modest improvements from the previous survey.
Robinson said: “It is encouraging to note that vehicle supply metrics improved by +8.3%, leading to significant increases in dealer satisfaction regarding new car volume targets.
“However, dealers continue to express concerns regarding profitability.
“Dealership return on capital, financial support from manufacturers, and current profit returns remain among the lowest scoring questions in the survey.”
Seat, Audi and Ford networks question EV strategy
The survey also introduced a new question examining dealer confidence in meeting manufacturer EV sales targets under current market conditions.
The question returned an average score of 6.3 out of 10, with almost half of participating dealers giving scores between one and six.
Leapmotor achieved the highest EV target confidence score at 9.7, followed by Mercedes-Benz at 8.8 and Omoda at 8.7. Seat, Audi and Ford were among the lowest scoring brands.
Robinson said the findings showed “significant network anxiety” around current EV market conditions and volume expectations.
She added: “While some pure-play or advanced electric line-ups scored highly, the pace of current volume targets remains a friction point across many established networks.
“NFDA will continue to work closely with manufacturers to address these operational and profitability challenges.”
The survey also highlighted improving aftersales performance across franchised networks.
Aftersales targeting processes increased to a national average score of 7.0, while service profitability earnings rose to 6.9. BYD, Renault, Land Rover and Mercedes-Benz recorded some of the largest gains in service profitability scores. Lexus achieved the highest individual score for service earnings at 9.3.
