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Audi tops efficiency poll

Audi has the most efficient dealer network in the UK.

According to research by CACI the German brand’s dealers are the most effective at attracting retail car buyers in terms of brand strength and their location.

CACI ranked the networks of all manufacturers with new retail sales of more than 6,000 units per annum.

It said: “The top 10 holds few surprises given the brand strength of the German marques and the willingness of their dealers to invest in the best locations to reach large numbers of retail customers within their catchment areas. With Audi leading the way even with a relatively small dealer network it is a definite case of Vorsprung durch Technik leading the way.”

The top 10 manufacturers all reflect their efforts to build dealer networks that provide optimal coverage of the UK. According to CACI, the top 10 all have dealer networks that cover 90% of the UK’s consumers.

Top 10 franchise network: efficiency scores

AUDI 202
MERCEDES 189
VW 184
TOYOTA 175
CITROEN 174
BMW 159
RENAULT 152
HONDA 128
FORD 125
MINI 124

Source: CACI, SMMT

CACI’s research found that: Ford (9th), and to a lesser extent, Vauxhall (14th) have reasonably efficient networks but there is clearly work to be done to bring the other Ford and GM networks up to scratch. For example, whilst Audi tops the efficiency table and covers 92% of consumers with its dealers’ catchments Saab achieves less than 75% coverage. A combination of brand weaknesses and historically poor network configurations create difficulties for the likes of Volvo and Saab compared to Audi and Mercedes. The new owners of MG and Rover have bought a difficult network problem, a large poorly located dealer network with a weak brand position.

Worst 10 franchise networks: efficiency scores

JEEP 31
SUBARU 34
CHRYSLER 36
MG 39
ROVER 47
MITSUBISHI 55
VOLVO 58
SAAB 61
CHEVROLET 67
SEAT 70

Source: CACI, SMMT

The efficiency measures are calculated using CACI’s Auto Footprint network planning model. The tables take account of the brand strength of the marques and the number of dealers in each network. The scores are the product of each manufacturer’s accessibility to UK households divided by the number of dealers in the manufacturer’s UK network. For example Audi’s leading position reflects a relatively small but well-configured dealer network supported by an excellent brand position.

Further information will be available at the free Auto Footprint briefing at the Heritage Motor Centre, Gaydon on 15th September. For more information call Colin Field on 02476 846846.



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