News Coverage
AutoNews Now: Ford, Mercedes top Cox brand study
Friday January 25, 2019
Article Highlights
- Top honors were given to Ford and Mercedes-Benz in the non-luxury and luxury categories, respectively.
- “This study represents a comprehensive review of brands from a unique perspective—how well they support the success of dealers,” said Cox Automotive Chief Economist Jonathan Smoke. “As we assembled the data and began to see how the brands performed differently, we started looking at the results as grades in high school, where the most well-rounded and high-achieving students are those who perform well across a wide range of disciplines. With that scorecard framework, we found a clear set of brands that are honor-roll worthy, as they are in essence the hardest-working, most successful students.”
- In the final rankings, strong brands with diverse product lines and consistent performance across the country scored best. Five brands out of the 34 studied—BMW, Chevrolet, Ford, Mercedes-Benz and Toyota—received straight A’s across the six attributes, although Chevrolet, Ford and Mercedes-Benz received a few A- rankings. Only BMW and Toyota were perfect, 4.0 students.
Automotive News TV, Jan. 25, 2019 — At NADA 2019, Jennifer Vuong and Tom Worobec, with Automotive News TV, cover the Retail Brand Scorecards.
Jonathan Smoke, chief economist for Cox Automotive, and Jason Stein, publisher of Automotive News, debuted the new Retail Brand Scorecards Study at the Automotive News Retail Forum at NADA.
This annual study measures and compares six areas of performance relevant to a franchise dealer’s ability to succeed. Retail Brand Scorecards are created with data powered by Cox Automotive in association with Automotive News. In the study, 20 non-luxury and 14 luxury brands are considered. To select an overall best-in-class non-luxury and luxury brand, all brands are also assessed in two additional attributes – Geographic Consistency and OEM Mandates and Restrictions.
To see the report, watch here