The results of the "Authorized Dealer Satisfaction" survey conducted by the Automotive Authorized Dealers Association (OYDER) have been announced. The research conducted for OYDER by Ipsos, the world's leading marketing and public opinion research company; Owners, partners and professional managers of 20 companies representing 202 different automobile brands as authorized dealers in all regions of Turkey participated. As a result of the research, in which striking data were obtained, it was revealed that 52 percent of the authorized dealers were satisfied with the brands they franchised, while 23 percent were not. It was also reflected in the results of the research that 17 percent of the authorized dealers were satisfied with the current state of the automotive industry, while 41 percent were not.
President Mersin “Research will guide the sector”
OYDER President Turgay Mersin emphasized the importance of the research covering the year 2021 in terms of revealing the current status of the authorized dealer network and its future vision, and said, “With this research, we aimed to measure the satisfaction level of authorized dealers from the brands they represent, and to evaluate the opinions of authorized dealers on issues such as financial support and brand management. In addition to this main purpose, we have important data to understand the future of the automotive industry and to understand the views of the next generations about the industry and to evaluate it from a multi-faceted perspective.
Noting that authorized dealers attach great importance to the concepts of professionalism and sustainability in their relations with their brands, President Mersin said, “We believe that it is very valuable to have a healthy relationship with the brand at the source of the service offered to the consumer. For this reason, as OYDER, we would like to renew this research every year, to follow the developments and to be a guide that will guide the sector.”
“Continue with the same brand”
Another question asked to authorized dealers in the research conducted by the Automotive Authorized Dealers Association was whether they would continue to work with the same brand in the future. While 75 percent of the authorized dealers are considering continuing with the same brand in the future, 14 percent have a negative opinion about continuing.
The new generation does not find the sector profitable
Looking at the trend of the sector to be better in the future, 26 percent of the authorized dealers stated that the sector will be better, while 44 percent stated that it will not be better.
40 percent of authorized dealers think that the next generation does not find the sector profitable, that they are willing to keep the current situation and turn to different sectors. 32 percent of the authorized dealers state that they find the sector profitable and plan to continue investing in this area, while 21 percent state that they do not look forward to new investments, although they find it profitable. Among them, only 3 percent state that they do not find the sector profitable and that they are considering leaving the sector and moving to different sectors.
“Online dealership in 5-10 years”
While 24 percent of authorized dealers think that online dealerships will become widespread in our country in 5 years, 42 percent think that they will take place in 5-10 years, and 26 percent think that they will take place in more than 10 years. The rate of those who say they are not sure that it will come to life is 7 percent, while 46 percent of authorized dealers reflect that they will prefer online dealership if offers and support are received from brands, while the rate of those who state that they will not prefer it is 23 percent.
“Sales will increase”
82% of authorized dealers think that automobile sales in Turkey will increase more in the future compared to the rest of the world, but the profitability of the sector will be lower. Evaluating the profitability issue, 49 percent of the authorized dealers predict that the profitability will decrease, while 36 percent say it will stay the same and 16 percent will increase it.
What will the future of the automobile be like?
In the OYDER research conducted by Ipsos, the majority of authorized dealers think that diesel and gasoline engines will be out of sale in an average of more than 15 years. A segment of 7 percent is of the opinion that traditional engines will never cease to be sold.
While 23 percent of authorized dealers think that internet-connected driving technologies will become widespread in our country in 5 years, 33 percent of them think that they will take place in 5-10 years and 37 percent of them think that they will take place in more than 10 years.
While 11 percent of the authorized dealers predict that autonomous vehicles will take place in our country in 5 years, 31 percent say they expect it to take place in 5-10 years, and 47 percent say that they expect it to take place in more than 10 years. The rate of those who say that they are not sure that it will materialize remains at 11 percent.
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