Gold Status: Testimony to a thriving brand

Mahindra Gold Status: Testimony to a thriving brand
From left Brandon Cohen Chair of NADA Senthil Selvaraju Head of Aftersales Rajesh Gupta CEO Fanie Smuts Head of Sales and Ghana Msibi CEO of WesBank

Centurion, 10 July 2024: Mahindra has distinguished itself as one of only seven automotive brands that achieved Gold Status in the National Automobile Dealers Association (NADA) Dealer Satisfaction Index (DSI) Report.

Every year, NADA and its research partner, Lightstone Auto, evaluate vehicle manufacturers’ relationships with their dealers. This is very often a reflection of the brand’s service levels to customers and the quality and relevance of its vehicles.

The NADA DSI Gold Award is reserved for vehicle manufacturers that have achieved an average score of 75% to 84.9% across all the performance categories. This year, only seven brands out of 35 received this award. 

Over and above its cream-of-the-crop Gold Status award, Mahindra dealers were among those brands that expressed greatest satisfaction with the brand’s corporate social investment (CSI) programmes. In the same category, Mahindra also received a special mention as one of the brands that showed the greatest growth in this area.

The DSI report also recorded noticeable improvements for the Mahindra brand in the Media Support and Dealer Target Setting categories. In the latter, dealers were asked to what degree the method for dealer target setting used by their manufacturers is appropriate to their market potential.

Lastly, Mahindra was mentioned for its general positive improvement from the general measurement in 2023 to 2024.

Mahindra’s maiden Gold Award came in 2019, following two years in which it received Silver. The fact that it has established itself as a permanent feature in the Gold Status group in recent years, shows that in this area, as in all others, Mahindra is a healthy brand, especially as dealer satisfaction is telling of a brand’s vitality in the market.

The NADA DSI was started in 1996 and from the outset NADA has used Lightstone to research participating brands. The results focused on Dealer Satisfaction; Communication & Relationships; Used Cars; CSI Programme; Vehicle Range; Media Support; Vehicle Distribution; Parts; Goodwill, Policy Claims & Warranty; Franchise Compliance Audits; Dealer Support; Labour Rates; and Dealer Target Setting as its key areas. Brands could be awarded a Platinum Award (85.0 per cent and above), Gold Award (75.0 to 84.9 per cent), Silver Award (70.0 to 74.9 per cent) or Bronze award (65.0 to 69.9 per cent).

In 2024, a total of 35 independently researched brands formed part of the survey. A total of 1 481 responses were received, 1 298 of these responses were received from Passenger / Light Commercial Vehicle (LCV) dealerships where Mahindra operates with its range of SUVs and bakkies.

“To receive a Gold Award from NADA is to receive a thumbs up from our dealer partners. We do not take this feedback lightly and will continue to work with our dealers and customers to offer the most appropriate range of Authentic SUVs and Authentic Bakkies with the best possible value for money,” says Rajesh Gupta, CEO of Mahindra South Africa

The NADA Dealer Satisfaction Index (DSI) project has been actively supported by NADA Executive Members, NADA Dealer Council Chairmen and representatives of all participating brands. Mahindra South Africa is a member of NADA and of naamsa, the automotive industry business council. Learn more about Mahindra at


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