Lexus might not trouble Honda, Ford and Chevrolet in the sales charts, but ask a dealer which brand they’d rather sell and it’s Toyota’s luxury brand they’ll namecheck.
Lexus was named the most popular brand by the Summer 2021 National Automobile Dealers Association Dealer Attitude survey. Toyota took second place. Lexus is not new to the league table. It was ranked #1 in both the summer 2020 and winter 2021 surveys.
Lexus’s great year continues with this impressive result. The company has outsold German counterparts during the fourth quarter of 2021, and it is now more resilient than ever to the shortage of semiconductors. Lexus sold 81,000 vehicles in September as compared to 75,600 BMW and 55,000 Mercedes.
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Honda was third in the NADA summer 2020 poll. Subaru came fourth and Porsche fifth. All five positions were filled by the same brands in the NADA winter 2020 poll. Honda was third, Porsche was fourth, Honda was fifth, and Honda was fifth.
Automotive News reports that Mazda, BMW and Kia occupied half of the summer top 10, which was the lowest part, while Acura, Mazda, Audi, Kia, Audi and Acura occupied the other half. BMW moved from the eighth spot to the sixth, Kia fell to seventh and Audi took eighth place in this latest poll. However, the news was not good for Volvo and Mercedes. They were both in the top 10 for the winter 2020, but they weren’t in the summer survey.
NADA launched the Dealer Attitude Survey in 1985 to capture dealers’ opinions on key industry issues affecting dealers’ relationships with their manufacturers. NADA refers to it as a ‘report card’ to manufacturers, with the anonymous nature of the report meaning dealers can be honest in their assessments without fear of reprisals.