Ford SA gets Gold in Independent Dealer Satisfaction Survey
PRETORIA, SOUTH AFRICA, 23 July 2026 – Ford Motor Company of Southern Africa (Manufacturing) (Pty) Ltd has achieved Gold in the 2026 National Automobile Dealers' Association (NADA) Dealer Satisfaction Index (DSI) Awards, following independent feedback from dealer principals across Ford South Africa's 118-dealer network.
The independently researched NADA DSI is one of South Africa's most respected automotive benchmarks, measuring the quality of relationships between OEMs and their dealers. The awards recognise manufacturers for excellence in supporting their dealer partners and consistently building strong and sustainable relationships.
Achieving gold comes during a landmark year for the DSI, which recorded its highest overall survey participation to date. Among passenger and light commercial vehicle dealers, the 2026 survey attracted 1,429 responses, representing 92% of South Africa’s franchised dealerships operating in this segment. Participating manufacturers were assessed across three key indices: Dealer Friendly (20%), Investor Friendly (40%) and Customer Friendly (40%).
This achievement reflects continued progress in strengthening dealer partnerships and enhancing the customer experience across Ford South Africa.
Dean Elkington, General Manager, Dealer Network at Ford South Africa, said the recognition is particularly meaningful because it comes directly from Ford's dealer principals.
"The Dealer Satisfaction Index is one of the most valuable measures available to us because it reflects the views of our dealer principals and the independent business owners who represent the Ford brand every day," said Elkington. "Progressing from Silver to Gold demonstrates that the actions we are taking together to strengthen our dealer relationships are making a meaningful difference."
"Our dealer partners continue to invest in the future of the Ford brand because they share our commitment to delivering an exceptional customer experience. The DSI tells us those investments and the way we are working together are making a positive difference for both our dealer network and our customers."
Ford's dealer partners have committed more than R900 million over the next three years to upgrading their facilities as part of the rollout of Ford Signature 2.0, Ford's next-generation retail experience. This dealer-led investment reflects long-term confidence in the Ford brand and a shared commitment to creating more welcoming, hospitality-inspired retail environments that seamlessly integrate physical and digital interactions.
Signature 2.0 is complemented by Ford Family Promise, which strengthens the ownership journey through transparent communication, trusted aftersales support and a consistent customer experience across Ford's dealer network. Together, these initiatives demonstrate how Ford and its dealer partners are placing customers at the centre of everything they do.
As Ford continues its journey into its second century in South Africa, Elkington said the company views the DSI as an important benchmark for strengthening relationships between Ford and its dealer network.
"The real value of the DSI lies in the independent feedback it provides. It tells us where we are succeeding, where we need to improve together and how we can continue strengthening our partnerships with our dealers. Our dealer network is integral to the Ford customer experience, and the stronger those partnerships become, the better we can deliver on our shared commitment to every customer. That's why continuous improvement will always remain at the heart of everything we do."