Toyota, Lexus, and Subaru were the most-trusted vehicle brands by dealers in 2024, according to research from Kerrigan Advisors. Ford was once the least-trusted automaker, but it lost that “honor” to Stellantis last year, as its Chrysler-Dodge-Jeep Ram (CDJR) dealers said they’d lost trust in the group.
A whopping 72 percent of dealers said they had no trust in CDJR, and only two percent said they had a high level of trust. While 26 percent expressed a modest level of confidence, the no-trust group nearly doubled the numbers reported for 2023.
Ford improved its standing by backing off the most aggressive of its EV plans. Erin Kerrigan, managing director of the research firm, said, “I think that their reversal on their EV strategy as it related to the retailers was very, very positively received.” The Blue Oval’s dealers reported an 11-point improvement in the no-trust category as a result.
While trust is important, dealers are focused on profit, and some expect the number of CDJR stores to decline over time. Stellantis dealers have seen ballooning inventory, and the automaker’s shifting leadership patterns haven’t done much to inspire confidence.
Many dealers, including franchises dealing with highly-trusted brands, said they expected 2025 to bring lower profits. More than 40 percent said they had projected declining earnings during the calendar year, with just 14 percent saying they expected to grow.
[Images: Stellantis]
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Source: The Truth About Cars
