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Land Rover is most popular - and profitable - franchise say dealers

Land Rover is the most valued new car franchise among UK dealers, with Audi and Kia sharing second place. Alfa Romeo was the least valued.

The value of holding a franchise is included in the National Franchised Dealers Association's Dealer Attitude Survey (NFDA DAS). The winter results are out today of views on 28 networks.

Dealers are asked to rate the value of holding each franchise. Land Rover scored 9.6 out of a maximum of 10, Audi and Kia 9.1, BMW 8.8, Volkswagen 8.4 and Mercedes and Mini, both 8.3.

The average score for the 28 franchises surveyed was 7.2 out of 10, the same as in the last survey, carried out in the summer. Land Rover's score was the same in the last survey.

Alfa Romeo scored 3.9, Renault 4, and Volvo 5.4.

Mercedes-Benz saw the greatest improvement with an increase in score of 1.4. Volvo the biggest fall with 1.0.

Understandably, dealers' belief in the future profitability of the Land Rover franchise was high, the brand leading the scoring once more, with Audi second and Kia third.

In terms of current profitability, Land Rover leads once more, but Chrysler Jeep is second ahead of Audi  and Kia.

Least profitable are Alfa and Renault, followed by Lexus and Jaguar.

The DAS is carried out twice a year, and examines how dealers view the major issues currently affecting them, while also evaluating how these views are changing over time.

Over 40 metrics, it also offers franchised dealers and their respective manufacturers a clear idea of the balance of opinion held on a range of views within their networks.

> To analyse franchised dealer opinion on measures such as current and potential profitablity, bonus and rebate rates, total margin on new vehicles, new car target negotiation by brand and with brand-to-brand comparison go to AMi (now free to dealers).

Search by manufacturer and go to the 'graphs and report builder' tab to make comparisons.

> Labour rate comparisons - premium brands (retail £) Source: NFDA/AMi

> Download the results of the latest DAS results.



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  • Eugene - 10/01/2015 09:20

    Am interested in franchising a Land Rover dealership in South Africa, what is the process?? How does it take? Costs