Mazda UK MD Jeremy Thomson shares the secret to happy dealers

That’s according to the most recent Dealer Attitude Survey results for overall brand satisfaction from the National Franchised Dealers Association, at least.

On satisfaction with profit return alone, Mazda fares even better. BMW’s network has voiced a dire expectation of future profit return – its score of 3.2 out of 10 placed it on a par with Alfa Romeo and Citroën, whereas Mazda dealers’ gave their franchise a 7.0 – the sixth-highest.

While Mazda lost its fourth place in the average NFDA survey rankings, Thomson said he’s “not too hurt by it” – the brand lost just a handful of points (nine in total), but was narrowly overtaken by Subaru, Seat, Suzuki and Mercedes-Benz, which all improved.