In South Africa’s commercial transport sector, the relationship between truck dealer and fleet buyer is not just transactional, it’s foundational. Whether it’s operating a single rig or managing a cross-border fleet, the strength of that relationship determines uptime, confidence and long-term trust.
In an increasingly automated business environment where AI is replacing people, the 2025 NADA Dealer Satisfaction Index (DSI) reflects how truck dealers really feel about the OEMs they represent – and by extension, how well those brands are likely to support fleet customers on the ground.
According to Brandon Cohen, chairperson of NADA: “There’s no doubt that AI is transforming the way we operate – from backend systems to customer-facing solutions. But at the heart of our industry, people still buy from people. The OEMs and dealer networks that succeed will be those who embrace innovation while continuing to build authentic human relationships. Fostering genuine connection, alongside technological advancement, will define long-term success.”
Read that again. “Fostering genuine connection, alongside technological advancement, will define long-term success.” FleetWatch has always stated that trucking is about relationships – not transactions. Cohen’s statement bears truth to this. Yes, of course one cannot ignore the new technological advancements but always remember “people still buy trucks from people”.
Drawing input from 191 commercial vehicle dealerships across the country, the DSI offers a focused look at which brands are building solid partnerships, and which still have ground to cover. Hino emerged once again as the clear leader, earning Platinum Status for the fifth consecutive year with scores topping 85% – a rare mark of consistency in a volatile market.
Mercedes-Benz Trucks, MAN and UD Trucks secured Gold Status, while FUSO was awarded Silver, and Isuzu Trucks and FAW rounded out the Bronze group. Tata Commercial, meanwhile, was named Most Improved in the commercial segment, signalling renewed effort to meet dealer needs and reflect market realities more closely.
With categories weighted across Dealer Friendly (20%), Investor Friendly (40%) and Customer Friendly (40%) metrics, the survey goes beyond surface satisfaction. It asks whether dealers feel backed, heard and supported in delivering for their customers – particularly fleet buyers, who rely on dealerships for service continuity, parts availability and product knowledge.
WesBank CEO Ghana Msibi notes, “The NADA DSI Awards is an important platform for strengthening relationships within the local automotive sector, bringing together financial institutions, manufacturers and importers, as well as the dealers who have been the catalyst for the strong performance we’ve seen in the sector over the past few months.”
Editor’s comment: The point cannot be overstressed. A strong dealer network is not just about product – it’s about people who understand your application, your route, your uptime pressures and your cost base. When the dealer is well supported, the customer is too.
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