Kiwi dealers rank brands

Chinese brands have usurped their rivals and taken out the top two spots in new rankings based on feedback from franchise dealers across New Zealand.

The survey, known as the dealer-distributor relationship index (DDRI), is conducted by the Motor Trade Association (MTA) each year and questions were sent out to about 500 dealerships in October.

More than 260 car dealers replied and their views have been compiled into a special report, which has been shared with contributing participants and distributed to manufacturers and importers via the Motor Industry Association (MIA). 

Larry Fallowfield, MTA’s sector manager for dealers, says 2025 has brought “quite the shuffle” in the rankings of marques.

“In 2024, a Japanese brand led the pack, another sat in fourth, two European names filled second and third, and a Chinese brand rounded out fifth, while another Chinese contender was stuck firmly at the bottom,” he explains.

“Fast forward to 2025, and the podium looks very different. Two Chinese brands now take gold and silver, with two Japanese brands close behind in third and fourth, and a European brand hanging on to fifth. 

“At the other end of the table, a US brand has unfortunately taken last place with one of the lowest scores we’ve ever recorded. 

“Maybe it’s a clear sign of shifting dynamics, growing Chinese influence and the competitive pressure facing global players. The race is on and the track is changing.”

Fallowfield, pictured, says the survey is in its 19th year and has become a foundation for understanding and improving dealer–distributor relationships across New Zealand’s automotive industry.

The DDRI report aims to provide independent, actionable insights that help strengthen collaboration between distributors and dealers. 

“It’s not here to crown a champion or hand out trophies, it’s about identifying opportunities for improvement and fostering better working relationships across the industry,” adds Fallowfield.

The 2025 survey attracted 261 responses from light vehicle dealerships, a 20 per cent increase on last year and beating the previous record of 253 set in 2022. 

One of the DDRI’s core principles is confidentiality. As a result, individual responses are never shared and the results are aggregated to ensure anonymity. 

Questionnaires were also sent to businesses selling heavy commercial vehicles (HCV) and motorcycles and scooters (MC&S). When including those dealer groups, the total number of responses was 292.

“To strengthen participation and data reliability, dealer information was powered by Autofile’s Dealer Directory, providing access to an extensive dealership network,” adds Fallowfield. 

“This approach enhanced reach and improved the accuracy of reporting, ensuring the DDRI reflects a broad and representative view of the industry.”

Changes in this year’s survey included seven new questions, three being reworded for clarity and a category on advanced driver-assist systems (ADAS) for the first time.

Twenty-three brands met the required response rate for inclusion in the final report, with five achieving more than 70 per cent dealer participation. Some 11 brands fell below the cut-off and were not represented. 

While the survey was extended to cover companies in the HCV and MC&S groups, low response volumes meant no reports were produced for those sectors this year. 

Fallowfield hopes the survey response rate will increase in 2026 and lead to the production of a 20th DDRI report for light vehicles and the first ones for HCV and MC&S dealers.

“MTA conducts this survey as an independent service to the industry, and receivers of the report cannot use its contents for external marketing, media, or on social platforms. What happens in the DDRI stays in the DDRI,” he explains.

“With record participation and expanded question sets, the 2025 DDRI offers deeper insights into industry trends and priorities. 

“As the automotive landscape shifts towards advanced technologies and evolving consumer expectations, tools like the DDRI will remain essential for fostering collaboration and driving continuous improvement.”

The next DDRI survey is due to be sent out on October 1, 2026.