BMW and Mercedes Outpaced on Home Turf: Japanese Brand Tops Dealer Confidence Ranking

Europe has published its first pan-European EARS ranking, which measures dealer satisfaction levels. The top spot went to Toyota—a brand whose collaborative strategy, reliability, and focus on long-term relationships secured it a decisive win. BMW and Dacia followed in second and third place, while Mercedes-Benz and Cupra rounded out the top five.

The study spanned five major markets—Germany, Italy, France, Spain, and the United Kingdom—and surveyed more than 3,000 dealers who completed over 6,500 questionnaires. Key factors included profitability, marketing support, strategic development, and assistance with the transition to electrification.

Researchers note that strong dealer relationships are now a crucial competitive advantage. Germany, as Europe’s largest auto market, plays a particularly important role—its results reflect both local and global industry trends. Experts add that such surveys help automakers strengthen dealer networks and uncover new growth opportunities in an increasingly competitive landscape.