Making the grades
To score each brand, Cox combined ratings in 6 core subjects with bonus and penalty adjustments in 2 areas.
Core subjects
- Best customers: Ability to capture ideal customers
- Range of offerings: Diversity of vehicle lineup
- Age of offerings: Newness of vehicle lineup
- Attitudinal: Consumers’ perceptions of the brand
- Traffic: Consumer interest, as measured by new-car shopping activity
- Loyalty: Shopper loyalty, as observed by pricing requests on kbb.com
Bonus/penalty points
- Geography: Consistency in delivering share across market areas
- OEM: Frequency of dealers citing automakers’ mandates and restrictions
Source: Cox Automotive Retail Brand Scorecards Study
Ford and Mercedes-Benz scored the highest in their class in a Cox Automotive analysis of the benefits brought to dealers by their brands.
